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Brand Architecture

Brand architecture refers to the strategic planning and organization of brands within a portfolio. It is a strategic framework that determines the relationships between brands and defines the task that each brand should fulfill within the portfolio. The aim of brand architecture is to create clarity, synergy and efficiency in brand management.

The brand architecture includes:

  • Brand portfolio: The entirety of a company's brands that are managed. This may include a single brand or several brands covering different product categories or market segments.
  • Brand hierarchy: The structure and ranking of brands within the portfolio. Hierarchical levels are used to address different target groups or differentiate product lines. Examples of brand hierarchies are umbrella brands, sub-brands, product brands and endorser brands.
  • Brand architecture strategy: The strategic alignment of brands in the portfolio to create synergies, avoid confusion and build value for the company.
  • Brand consistency: The uniformity and coherence of brand identity and messaging across the portfolio. A consistent brand architecture ensures that customers understand the relationship between the brands and can develop positive associations.
  • Brand extensions: The use of an existing brand to introduce new products or services. A well thought out brand architecture also considers the potential impact of brand extensions on the strength and perception of the brand.

The development of an effective brand architecture requires a comprehensive analysis of the brand strategy, target groups, competitive environment and other relevant factors.


Frank Wache
Partner, Brand Strategist

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