User:ImpactBranding

What is Brand Architecture?

Brand architecture is the company’s portfolio of products and or services. They can be related, co-dependent or independent of each of other. The company will typically have a parent brand and family of sub-brands. Effective management of the architecture is a perfect strategy to enhance the shareholders value by way of having a clear roadmap to brand valuation, in the event of resale or investment. There are four types of brand architecture models that every business should know about. Once made aware of it, then the business can effectively understand which model their company currently uses or decide on which model  their company wants to use.

There is the Umbrella Brand, Product Brand, Endorsed Brand and Monolithic Brand.

Brand architecture matters very much. It is the foundation and guiding light for decision making. It reduces resource duplicity and waste of resources. It eliminates confusion and fuels growth. Without a clear understanding of the company brand, marketing efforts will be wasted, results will be menial and frustration will be high. Don’t be fooled! Marketing and Branding are not the same.