Brand architecture
From Wikipedia, the free encyclopedia
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong.
[edit] Types of brand architecture
There are three key levels of branding:
- Corporate brand, umbrella brand, and family brand - Examples include Virgin Group and Heinz. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains.
- Endorsed brands, and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand - which may be a corporate brand, an umbrella brand, or a family brand - as an endorsement to a sub-brand or an individual product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers.
- Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, will know the producer by its company name.
[edit] See also
- Umbrella brand
- Family branding
- Corporate branding
- Individual branding
- Personal branding
- Aspirational brand
- Brand aversion
- Brand community
- Brand engagement
- Brand loyalty
- Brand implementation
- Brand management
- Brand orientation
- Branding faith
- Designer label
- Employer branding
- Integrated marketing communications
- Generic brand
- List of oldest companies
- Name generator
- Naming firms
- Trademark
