What is brand architecture?


– When it comes to brand and branding we need to build the
strongest brand that we can. And to do that we need
to build reputation, and we need to have visibility. As brands grow in
visibility and reputation, this gives them the
opportunity to introduce new sub-brands for services and products. This is great for the primary brand, and it’s great for customers. But the introduction
of many more sub-brands can lead to confusion and this is where brand architecture comes in. I’d like to show you the
three most common types of brand architecture. So let’s take a look at our first example, the branded house. With the branded house approach
the main brand identity or the master brand takes pride of place. Let’s take a look at an
example of a branded house. Here we can see the primary
brand logo for FedEx. FedEx also has a number
of sub-brand services like FedEx Express, FedEx
Ground, FedEx Freight, FedEx Office, and FedEx Trade Networks. By doing this, each of
the sub-brands benefits from the reputation of
the main FedEx brand, especially so when it
comes to FedEx Office, which is a different service offering to the other FedEx brands. Now, other examples of
branded houses would be Apple. So you have the Apple
iPhone, the Apple TV, Apple Music, the Apple Watch. And another example, Google. So you have Google Play,
Google Docs, Google Maps, Google Analytics, and so on. For our second example we
have a house of brands. This differs from the branded house in that the primary brand isn’t seen on any of the sub-brand
products or services. The sub-brands are allowed
to shine almost as if they were primary brands
in their own right. And to the general public
that’s exactly how they appear. Now, this is good for the primary brand, ’cause it means that the
sub-brands could actually compete with one another
in similar brand segments. It also means that if
one of the sub-brands has a marketing fail, maybe
it gets some bad press, then that won’t transfer onto
any of the other sub-brands. Let’s take a look at our next example. Procter and Gamble are great
example of a house of brands with many sub-brands that
most people would assume were brands in their own
right rather than sub-brands. Some of Procter and
Gambles sub-brands include Duracell, Pringles, Gillette, Febreze, Ariel, and Pampers. The list of sub-brands is extensive. And the third type of brand architecture is the endorsed brand. This is sort of a mix of a branded house and a house of brands. You will sometimes hear people calling an endorsed brand a hybrid brand. Here, the primary brand logo can often be applied to the sub-brands logo. But more often than not, the primary logo appears quite small
and the sub-brands logo is allowed to shine
and stand out strongly. What this does is gives the sub-brand the ability to become a
household name in itself. But with the primary
brand logo also appearing, it gains the visibility and the reputation of that primary brand. A great example of an endorsed
brand would be Kellogg’s. Here, we can see a selection
of their sub-brands, like Pop-Tarts, Corn Flakes, Krave, Rice Krispies and Special K. Another example of an
endorsed brand would be Sony, who have the PlayStation,
the Vaio, the Xperia, the BRAVIA, and Cyber-shot cameras. Each of these brand architecture
types take a huge amount of effort to build and get
right in both time and finances. That effort is awarded
though in visibility, recognition, and the wide
array of products and services that the primary brand has now introduced. If you have any questions or struggles that are holding you
back with your own brand, then you should look at booking
one of my Power Hour calls. For more information
on the Power Hour call, and what it can do for you, simply visit the link that
you can now see on screen. If you find this video useful I’d love it if you could give it a like, and share it with your own network. If you haven’t already,
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time, stay creative folks.

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12 thoughts on “What is brand architecture?

  1. I had never noticed such a thing until this video! Thank you so much for bringing this topic to light 🙂

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