architecture is a way of organizing the different subsections of a larger brand To refrain from standing still, it is necessary to develop a brand architecture strategy. Brand House vs. In other words, brands must keep improving and adapting to present situations. Just like the blueprint for a house, your brand architecture is the map that organises your services and products into a lucrative strategy for success. In the IT space consider the relationship between Google and Alphabet, Google’… When used correctly, your architecture strategy will grow your brand to the next level and leverage your brand’s power. It is created by keeping the target market’sperspective in mind. A house of brands is a “silent” parent brand, such as Proctor & Gamble. They also help to maintain favorability, recognition, and brand equity. Brand awareness is incredibly important when it comes to marketing. Brand strategy and brand architecture are challenges that come with success. A comprehensive brand architecture … In managing brand architecture, there are several key components to consider: brand architecture audit, brand architecture principles, brand architecture framework, and the brand naming decision tree, as described here. degree of relationship between your organizational brand and your various product and service brands Brand architecture is the unification of branding … The main factor that helps in making a strong and durable brand is its brand architecture. Some brands are well known in the Coca-Cola family, such as Coke, Diet Coke, Coca-Cola Zero, and others are not such as Burn, Smart Water, and Honest Tea. Brand Architecture Models. Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio. A brand architecture strategy is very similar to a family tree. 4 Types of Brand Architecture 1) Corporate Brand Architecture. Economies of scale and goals are critical to all these actions, and your brand … These extensions can include sub-brands, products, and/or services. A key concept of brand architecture strategy is that customers relate to brands at different levels — for example, a corporate (or master brand), endorsed brands, product brands … Copyright © 2020 Melina K Miller. A key concept of brand architecture strategy is that customers relate to brands at … A key concept of brand architecture strategy is that customers relate to brands at different levels — for example, a corporate (or master brand), endorsed brands, product brands and product descriptors. Your brand experience is shaped by your product or service, your creative, your logo, your messaging and how the people that represent your brand … There is no one-size-fits all solution or magic formula for defining the appropriate brand architecture or brand portfolio structure. The key to this step is to understand brand equity implications and the points-of-difference as well as the points-of-parity. Simply put, brand architecture strategy, also known as brand portfolio strategy, is a system of structuring brand offerings to ensure optimal value over time: From an external perspective, it ensures that target … Take for example the following products: Pantene, Duracell, Nespresso and Uncle Toby’s. Brand architecture is the organizational structure of a company’s portfolio of brands, products, and/or services. What is Brand Strategy? Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio. This is the practice of promoting a brand name of a corporate entity and not of specific services or products.Corporate branding … The Right Answer. A brand architecture strategy is defined as “the logical, strategic and relational structure for all brands in the portfolio.” Marketers create a brand architecture strategy to determine when products and services should share the same name as the parent brand and how many variations of the parent brand … ), how much emphasis to give brands relative to one another, and what type of relationships brands within a portfolio should have—especially relative to the corporate (master) brand. Brands need to create a brand architecture as it helps them to – 1. The frst step in aligning brand architecture with business strategy … Brand architecture recommendations should be informed by the following three question areas: There has been a lot written about various brand architecture models, broadly ranging from, Copyright 2000 - 2020 EquiBrand Consulting | All Rights Reserved. In this step, the brand-new products and services step, it is essential to consider which new products and services can and should use the parent brands brand elements and what other branding element options are available for branding this new product or service. Customers relate to brands at different levels; because of this, brands need to create a portfolio that appeals to specific segments and meets various needs based on location. This is why creating a brand architecture strategy is so important. In general, Brand Strategy is under the umbrella of Brand Architecture. Strategic Purpose Should Drive Investment Decisions Effective brand architecture directly impacts the market value of a business, so its worth taking the time to get it right. After these steps are completed, a marketer must carefully consider the brand’s portfolios to maximize market coverage and to prevent a brand overlap. When done right, it helps customers … However, instead of family members on its branches, sub-brands, brand extensions, branded house, house of brands, and hybrid or endorsed brands make up the hierarchy. Brand Strategy= A brands strategy is defined by division to 3 categories (Fill, 2013) that are meaning (how consumers perceive the brand), space (product and its category) and expression (protection of identity through marketing communication). All rights reserved. A brand is more than a logo or packaging; it’s an experience that is shaped by a combination of many things. How about the positioning. Brand architecture strategy defines brand architecture (through several examples), lists key objectives, and provides an overview of key issues and considerations. In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one … equibrandconsulting.com/what-distingui…, Gartner: CMOs prioritize brand strategy amid pandemic-related budget cuts marketingdive.com/news/gartner-c… via @marketingdive. A brand hierarchy is then used to portray the branding strategy to determine when and where the brand elements can and should be used. Most consumers would have trouble identifying them with companies that actually own them (Procter and Gamble, Nestle). Diet Coke vs. Brand architecture and strategy is defined as the logical, strategic and relational structure for all brands in the portfolio. New products and services require significant effort when it comes to branding; they need to be branded in a way that communicates the brand’s clarity and association to the parent brand to the consumers. Do you want to have an association with the parent brand? We focus on upstream marketing and use the principles of insight, identity and innovation to drive growth. Your brand architecture sets the foundation for all the other components of your brand, and aligns your brand personality traits, brand means, brand messaging, brand promise, brand … This allows an organization to create a brand portfolio that appeals to distinct segments or needs states. To prevent diminishing into an obsolete, irrelevant, or forgotten brand, brands must keep up with research and development and sustain a consistent marketing budget. Brand Architecture Implications. “It’s more strategic and fundamental … The right brand architecture strategy equals clarity. Coca-Cola is a hybrid brand architecture and the parent brand of many sub-brands. Within the Gap exists Baby Gap, Gap Kids, and a host of individual product brands. 2. It is an external expression of the corporate business strategy and the criteria to guide effective brand decision-making. What Distinguishes Best In Class Marketers? A brand architecture provides large corporations with a way to grow and build their brand portfolio in a controlled way. Brand architecture strategy defines both brand breadth or boundaries and brand depth or complexity. Marketer Specializing in Digital Marketing, Marketing Analytics, Content Marketing & Personal Branding, We’d love to hear from You[email protected]305.942.4559. In essence, brand architecture in the context of mergers and acquisitions, is all about how acquired … It is the responsibility of brand architecture … Brand Architecture & Strategy DOJO is a brand building, business growth digital marketing agency in Minneapolis Minnesota. Brand Architecture Strategy This addresses which types of brands to have across offerings (master, descriptive, sub-, endorsed, etc. A brand architecture strategy is a strategy that is used by marketers to determine which products to introduce and which brand elements to apply to new and existing products. In order to complete this step, a marketer must consider the following three characteristics. There are no absolute rules that apply in all brand architecture situations, however here are some simple rules of thumb: • The simpler the system the better • Ideally, there are no more than two levels of hierarchy • The system … To learn more about EquiBrand’s brand architecture services, call Tim Koelzer at 925-247-1400 or fill out a contact form. Brand Architecture is an important part of any company and can be referred to as a building plan. As the brand strategy evolves at a country level, it impacts the evolution of the overall brand architecture. The Importance of Data Visualization and Tableau, Marketing Management in a Global Environment, Digital Demand Generation Tools: Marketing for the future, Contact Relationship Management (CRM) and How it Can Improve Your Business, A Beginner’s Guide to Website Design “Flow”, How the internet has affected product pricing strategies, The brand’s vision (the long-term higher purpose). House of Brands. Brand Architecture strategy is an inside-out approach to organising a company’s brand offerings - the structure upon which you build your brand. Brand architecture involves how a firm chooses to brand its products and services, but it cannot be simplified to just naming, logos and identity guidelines, he says. To maintain and strengthen the favorability of brand associations, brands need continued marketing reinforcement. A Brand Architecture, on the other hand, is an outward-component of your Brand Portfolio Strategy with the purpose of making it easy for customers to see the links between your brands, find what they are … A brand architecture strategy is defined as “the logical, strategic and relational structure for all brands in the portfolio.” Marketers create a brand architecture strategy to determine when products and services should share the same name as the parent brand and how many variations of the parent brand name there should be. These all parts play into the same game that builds up a brand strategy… DOJO has helped small businesses with new branding, creating logos, color … Effective brand … In step two, a brand will identify its extension opportunities. Brand architecture and strategy is defined as the logical, strategic and relational structure for all brands in the portfolio. Five dimensions define it – the brand portfolio, the roles of the portfolio brands, product-market context roles, the structure of the portfolio and portfolio graphics. The brand’s boundaries (How transferable are the points of differences? Upstream Marketing: Using the Principles of Insight, Identity and Innovation to Drive Growth, Leveraging Brand Equity to Capture New Revenue Streams, Ante, Driver and Reassurance Product Benefits Explained, Coca Cola Company vs. Coke vs. Brand architecture is how the brands within an organisation are related and how they interact with each other. The key to your entire brand strategy is your brand architecture. Everything is connected, so be sure to extend your audit of … A growing company requires new product lines, new services, and may buy or merge with other firms. The role of brand architecture … Various brand architecture models (e.g., … Think Coke, Diet Coke, Caffeine-Free Coke. What Distinguishes Best In Class Marketers? Brand architecture strategy is critical because it is the means by which the firm can help consumers understand the products and services it offers and organize them in their minds. Check out this infographic – it’s all here on one page. Stay organised internally – looking at the brand with the eyes of the customers helps to find out the loopholes in organisation structure and the communication strategies and helps the brand to stay organized internally. That is, the product itself is the primary brand rather than the company. Take the Coca- Cola brand, for example. Consider the Full Portfolio Ecosystem. Since Brand Architecture is important for the business, it has to be designed in an effective way. No … EquiBrand is a top strategic marketing, branding and innovation consulting firm. How to Store Marketing Data: Flat File or Relational Database? A key concept of brand architecture strategy is that customers relate to brands at different levels — for example, a corporate (or master brand), endorsed brands, product brands … What new products can/should/will be introduced under the existing and current brand name? Brand Architecture. Manage perception – Developing brand architecture … Diet Coke Caffeine-Free vs. PowerAde (from the Coca Cola Company), Apple vs. Mac vs. iPod vs. iPhone vs. iPad, The Gap vs. Banana Republic vs. Old Navy vs. Athleta vs. Piperlime. The master brand will often carry emotional benefits, with endorser brands conveying rational benefits and target-specific relevance. Three key objectives of brand architecture include clarity, synergy and leverage, as described here: A number of factors need to be considered in developing and evaluating alternatives. Our consultants use a customer-driven, collaborative approach to improve business results. 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