You know that iMac, iPhone, iPad and iCloud are part Brand Architecture of the same family of products and services, right? And, maybe not everyone knows, but the Oreo cookie, Trident gum, the Halls bullet and Milka chocolate are also from the same manufacturer.
Okay, but why am I telling you all this?
First, because the same thing happens here at Rock c level contact list Content. Products like Ion and WriterAccess, and initiatives like the Jam Sessions webinar series and our interactive newsletter The Beat all form part of our parent brand umbrella.
And, secondly, because it is essential for all companies that operate in this format (they have by-products and services within the brand) to think about brand architecture.
A term that, in theory, may even seem simple. But, if poorly executed, it can easily make your brand fall into some pitfalls.
That’s why today I’m going to show you why it’s important to have and how we organize brands and sub-brands here at Rock Content. Let’s go!
What is brand architecture?
Brand Architecture is nothing more than the way companies organize and structure their brands within their portfolio. It must clearly, coherently and efficiently define the hierarchical relationships and interaction between brands and sub-brands belonging to a company.
Why have brand architecture?
Organizing the Brand’s Architecture helps to establish a brand management framework, which will guide decision-making processes related to branding and marketing of a company. In addition, there are at least 7 good reasons to create and put architecture into practice:
1. Brand portfolio management
helps to better manage a company’s brand portfolio and allows it to have visibility of strengths, weaknesses and potential synergies between different brands. This good management supports future decisions involving rationalization (reduction in the number of brands), expansion or acquisition of new brands.
2. Strategic alignment
ensures that all brands within the portfolio are aligned with the company’s overall goals and strategies. It helps to outline a direction for the development and expansion of brands, allowing for a more assertive allocation of resources.
3. Resource optimization
With a clear and concise brand architecture, it is possible to optimize marketing resources through a framework that guides the construction of new brands and sub-brands within the portfolio. This optimizes brand creation time and efforts, as well as avoiding possible redundancies.
4. Brand differentiation
An effective helps distinguish the various brands within a portfolio. It allows brands to have a specific target audience, positioning and value proposition, avoiding problems such as ambiguity and confusion between very similar brands, for example.
Consumer perception
Brand architecture influences how customers create funnels and contact forms on your website and consumers interact with a company’s brand. A well-designed architecture favors a cohesive and consistent brand experience, building a relationship of trust, loyalty and recognition among consumers.
Fusions and acquisitions
In situations such as mergers, acquisitions or partnerships, is essential. It helps the company determine how to integrate new brands into the existing portfolio, ensuring a smooth transition and in alignment with the overall brand strategy.
Brand Extension
determines the guidelines for extending a brand or launching new products or services under an existing brand. Architecture helps companies assess fit and potential impact on core brand equity.
What are the types of brand architecture?
There are different approaches when structuring benin businesses directory brand architecture. Some factors such as the quantity and variety of products and services and the company’s brand strategy directly influence which model to follow. An important point to highlight is that the architecture can be applied to both corporate and product brands. We have made this division below so that the descriptions and examples are clearer. Among the most popular types of brand architecture are:
Corporate brand architectures
Branded House, Masterbrand:
In this approach the emphasis is on a strong and dominant mother/parent brand. All products, services, sub-brands and their variations revolve around it and almost always share the same visual identity and even name with the main brand. The classic examples here are Google and IBM.