Brand Architecture

It is lot easier and logical to develop and manage brands with a logical system in place. This system should help you clearly organize and name your products and services.

What is Brand Architecture?

Brand architecture can be described in various ways. In holistic terms, Brand Architecture is how different products and services identify themselves relative to the organization. From a consumer perspective, Brand Architecture is nothing but a logical collection of products and services that a company has to offer.

A well defined Brand Architecture helps a business organize its brands to increase visibility and effectiveness with regard to its target audiences. This will not only improve brand awareness but clearly define expectations about your products, services and the brand as a whole.

A well designed Brand Architecture will:

• Support a brand framework to define branding and marketing strategy
• Define core activities to identify co-branding, sub-branding and new product launch opportunities
• Organize different brands to increase visibility and efficiency
• Provide strategic direction for customer interaction
• Create a logical hierarchy that will enable customers to understand the underlying value proposition
• Facilitate a brand self-assessment that can identify areas where a company's brand needs to be strengthened

One of the core activities of Brand Architecture is defining Brand hierarchies. A well designed Brand hierarchy will clearly identify different business units within a company, various product lines, product families, different product type and variants. A clearly defined brand hierarchy will help in developing a solid product strategy as well as long term marketing strategy.

Need help with your Brand Architecture? Call us toll free at (800) 379-6214.