brand architecture template: A Guide to Effective Branding Strategies
Brand architecture is an essential aspect of brand management that involves the strategic organization of a company’s different brands and sub-brands. A well-designed brand architecture template helps to ensure that all brands within a company are aligned with the overall business objectives and provide clarity to stakeholders about the company’s offerings.
A brand architecture template outlines the different types of brands and their relationships to each other and the company. It provides a framework for businesses to categorize their brands in a way that is easy to understand and communicate. The following are some of the key components of an effective brand architecture template:
1. Brand Hierarchy
The brand hierarchy outlines the relationship between the parent brand and its sub-brands. It helps to clarify which brands are owned by the parent company and how they are positioned in the market. The brand hierarchy could be one of three types:
a. Monolithic Brand Architecture: In this type of brand architecture, the parent brand is the sole identity, and all products or services are marketed under the same brand name. Examples include Coca Cola, Nike, and Apple.
b. Endorsed Brand Architecture: In this type of brand architecture, the parent brand endorses the sub-brand, and both brands are marketed together. Examples include Marriott Hotels and Courtyard by Marriott.
c. Hybrid Brand Architecture: In this type of brand architecture, the parent brand endorses some sub-brands, while others are marketed under their unique brand names. Examples include Procter & Gamble and its portfolio of brands such as Tide, Pampers, and Gillette.
2. Brand Portfolio
The brand portfolio outlines all the brands within a company, including the parent brand and sub-brands. It helps to provide a clear overview of the company’s offerings and how they are positioned in the market. The brand portfolio could be structured in one of three ways:
a. Branded House: In this structure, all products or services are marketed under the same brand name.
b. House of Brands: In this structure, each product or service has its unique brand name, and there is no connection between the parent brand and the sub-brands.
c. Endorsed Brands: In this structure, the parent brand endorses the sub-brands, and both brands are marketed together.
3. Brand Positioning
Brand positioning refers to how a brand is positioned in the market relative to its competitors. It involves identifying the unique value proposition of the brand and communicating it to the target audience. A brand architecture template should provide guidance on how to position each brand within the portfolio and ensure that each brand has a distinct identity.
In conclusion, brand architecture is a critical element of effective brand management. A brand architecture template provides a framework for organizing a company’s brands and sub-brands, ensuring that they are aligned with the overall business objectives. By creating a clear brand architecture template, businesses can communicate their brand offerings to stakeholders effectively.
