Brand architecture strategy defines brand architecture (through several examples), lists key objectives, and provides an overview of key issues and considerations. Economies of scale and goals are critical to all these actions, and your brand … Since Brand Architecture is important for the business, it has to be designed in an effective way. 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. Effective brand … That is, the product itself is the primary brand rather than the company. There is no one-size-fits all solution or magic formula for defining the appropriate brand architecture or brand portfolio structure. Within the Gap exists Baby Gap, Gap Kids, and a host of individual product brands. Brand strategy and brand architecture are challenges that come with success. After these steps are completed, a marketer must carefully consider the brand’s portfolios to maximize market coverage and to prevent a brand overlap. Brand Architecture Models. A key concept of brand architecture strategy is that customers relate to brands at … The Right Answer. 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. Manage perception – Developing brand architecture … In the IT space consider the relationship between Google and Alphabet, Google’… 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 … DOJO has helped small businesses with new branding, creating logos, color … 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. These extensions can include sub-brands, products, and/or services. 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. Do you want to have an association with the parent brand? Brand Architecture is the pictorial depiction of each relationship within and across the family of brands. Brand architecture strategy defines both brand breadth or boundaries and brand depth or complexity. degree of relationship between your organizational brand and your various product and service brands Marketer Specializing in Digital Marketing, Marketing Analytics, Content Marketing & Personal Branding, We’d love to hear from You[email protected]305.942.4559. It is the responsibility of brand architecture … Your brand experience is shaped by your product or service, your creative, your logo, your messaging and how the people that represent your brand … The master brand will often carry emotional benefits, with endorser brands conveying rational benefits and target-specific relevance. Brand architecture and strategy is defined as the logical, strategic and relational structure for all brands in the portfolio. ), 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. Defining a brand’s potential is the first step in developing a brand architecture strategy. In order to complete this step, a marketer must consider the following three characteristics. 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 … 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). Take for example the following products: Pantene, Duracell, Nespresso and Uncle Toby’s. Consider the Full Portfolio Ecosystem. House of Brands vs. Check out this infographic – it’s all here on one page. As the brand strategy evolves at a country level, it impacts the evolution of the overall brand architecture. The brand’s boundaries (How transferable are the points of differences? 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 … It is an external expression of the corporate business strategy and the criteria to guide effective brand decision-making. EquiBrand is a top strategic marketing, branding and innovation consulting firm. To maintain and strengthen the favorability of brand associations, brands need continued marketing reinforcement. We focus on upstream marketing and use the principles of insight, identity and innovation to drive growth. A brand architecture provides large corporations with a way to grow and build their brand portfolio in a controlled way. 4 Types of Brand Architecture 1) Corporate Brand Architecture. What Distinguishes Best In Class Marketers? In other words, brands must keep improving and adapting to present situations. 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. “It’s more strategic and fundamental … It is the way brands within a company's portfolio are related to, and differentiated from, one … A comprehensive brand architecture … Brand Architecture is an important part of any company and can be referred to as a building plan. Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio. In general, Brand Strategy is under the umbrella of Brand Architecture. 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 … The frst step in aligning brand architecture with business strategy … 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 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. A brand architecture strategy is very similar to a family tree. In essence, brand architecture in the context of mergers and acquisitions, is all about how acquired … A brand hierarchy is then used to portray the branding strategy to determine when and where the brand elements can and should be used. Brand architecture is the unification of branding … 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. It is created by keeping the target market’sperspective in mind. Brand architecture is the organizational structure of a company’s portfolio of brands, products, and/or services. Our consultants use a customer-driven, collaborative approach to improve business results. Brand Architecture strategy is an inside-out approach to organising a company’s brand offerings - the structure upon which you build your brand. Coca-Cola is a hybrid brand architecture and the parent brand of many sub-brands. Brand architecture is how the brands within an organisation are related and how they interact with each other. Most consumers would have trouble identifying them with companies that actually own them (Procter and Gamble, Nestle). Think Coke, Diet Coke, Caffeine-Free Coke. 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. 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 … A brand is more than a logo or packaging; it’s an experience that is shaped by a combination of many things. 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. How about the positioning. This is why creating a brand architecture strategy is so important. What is Brand Strategy? 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. 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. What Distinguishes Best In Class Marketers? Take the Coca- Cola brand, for example. A growing company requires new product lines, new services, and may buy or merge with other firms. The role of brand architecture … 2. Brand awareness is incredibly important when it comes to marketing. 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. The key to this step is to understand brand equity implications and the points-of-difference as well as the points-of-parity. 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. equibrandconsulting.com/what-distingui…, Gartner: CMOs prioritize brand strategy amid pandemic-related budget cuts marketingdive.com/news/gartner-c… via @marketingdive. architecture is a way of organizing the different subsections of a larger brand All rights reserved. This allows an organization to create a brand portfolio that appeals to distinct segments or needs states. A house of brands is a “silent” parent brand, such as Proctor & Gamble. 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. To learn more about EquiBrand’s brand architecture services, call Tim Koelzer at 925-247-1400 or fill out a contact form. Brand architecture and strategy is defined as the logical, strategic and relational structure for all brands in the portfolio. The key to your entire brand strategy is your brand architecture. Brand House vs. 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 … 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. Most consumer product brands use the House of Brands strategy. The main factor that helps in making a strong and durable brand is its brand architecture. 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 … In step two, a brand will identify its extension opportunities. How to Store Marketing Data: Flat File or Relational Database? 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. They also help to maintain favorability, recognition, and brand equity. Copyright © 2020 Melina K Miller. What new products can/should/will be introduced under the existing and current brand name? Brand Architecture & Strategy DOJO is a brand building, business growth digital marketing agency in Minneapolis Minnesota. 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