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Brand Architecture

What Is Brand Architecture?

Brand architecture is the organizational structure of a company’s brand portfolio, detailing how the various brands within a company relate to and interact with one another. It is a strategic framework that defines the roles and relationships between the parent brand and its sub-brands, ensuring consistency and clarity in the marketplace.

Key Components

  • Corporate Brand (Master Brand): This overarching brand represents the entire organization. It often sets the tone and values for the sub-brands.
  • Sub-Brands: These brands are part of the parent company’s portfolio but have unique identities. Sub-brands can have varying degrees of independence from the corporate brand.
  • Endorsed Brands: These brands are endorsed by the corporate brand, meaning they are independent but visibly associated with the parent brand. The endorsement can add credibility and trust.
  • House of Brands: In this model, the company manages a portfolio of independent brands with unique identity and market positioning. The parent brand may not be prominently featured.

Types Of Brand Architecture

  • Branded House: In this structure, a single master brand spans a range of products or services, such as Google (Google Search, Google Maps, Google Ads).
  • House of Brands: This involves a portfolio of distinct brands, each serving different markets or customer needs, like Procter & Gamble (Tide, Gillette, Pampers).
  • Endorsed Brands: These independent brands are endorsed by the parent brand, adding a layer of trust and association, such as Courtyard by Marriott.
  • Hybrid: A combination of the above models, tailored to specific strategic goals and market conditions, like Amazon (Amazon Basics, Whole Foods, AWS).

Importance Of Brand Architecture

  • Clarity: It helps consumers understand the relationship between products and brands within a company’s portfolio.
  • Efficiency: Streamlines marketing efforts and resource allocation by defining clear brand roles and strategies.
  • Flexibility: Allows companies to adapt to market changes and expand into new areas without diluting the core brand.
  • Growth: Facilitates introducing new products and services under a coherent brand strategy, enhancing market penetration and customer loyalty.

 

The influencer marketing industry has seen significant growth, with many influencers building their own brands and diversifying their business portfolios. Here are a few examples of how influencers have used brand architecture to expand their reach and influence:

Example: Kylie Jenner
Corporate Brand: Kylie Jenner

Kylie Jenner herself is the overarching brand, with a strong presence on social media platforms like Instagram, YouTube, and Snapchat.

Sub-Brands:

  • Kylie Cosmetics: A beauty brand launched in 2015, famous for its lip kits, eyeshadow palettes, and other makeup products.
  • Kylie Skin: A skincare line introduced in 2019, offering products like cleansers, moisturizers, and serums.
    Endorsed Brands:

 

Kylie often collaborates with other beauty and fashion brands, lending her name and influence to co-branded products and collections.

Check out some other terms you may encounter in the Creator economy here.

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