This site uses Akismet to reduce spam. Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin and coca cola etc. Learn how your comment data is processed. A startup consultant, dreamer, traveller, and philomath. Brand architecture examples: Finding your foundation. Key Takeaways: If your promise is large enough, you can fulfill it in many ways, and still tie back to your corporate brand. This parent adds credibility, yet often remains subordinate to the brand. You’ll often find the suffix ‘brought to you by’ or just ‘by’ in an endorsed architecture strategy. An endorsed architecture includes individual and distinct brands which are linked together by an endorsing parent brand. Movies like Iron Man, Spider-Man, and Ant-Man, etc. Brand Architecture, is an important Brand Strategy tool that studies and defines the relationship of parent brand with its various child brands. You specify the master brand (the grandparent) and move downwards by drawing its relation… The sub-brands like Fairfield, TownePlace and Moxy enjoys a good image in the market just because they are endorsed by Marriot. The benefit of this modern model is that an audience may be brought into the community by one brand, and they are exposed to more and more, thereby building the strength and influence of the parent identity. A perfect example of a corporate brand using a hybrid architecture is Microsoft. Below are the three most common types of Brand Architecture: Branded House – This offers a very logical path to brand extensions and new brands. Here are the different types of brand architecture which exists in the market today. Brand architecture is an organized structure of the company’s portfolio of brands, sub-brands, and other offerings. Brand Architecture Defned. A recent example of brand architecture in action is the reorganization of the General Motors brand portfolio to reflect its new strategy. Examples include branded house, house of brands and endorsed brands, drawing on the automotive category. In an M&A situation, there are 10 prevailing approaches — each with strengths and weaknesses. Did we miss something? The other aspect of branding Architecture for me is to infuse our culture with great stories of architects and architecture – history, biography, fiction – books, film, television – to let our potential clients and our society at large know the value of good building design. PROPRIETARY AND CONFIDENTIAL SUBSECTION TITLE 3 What is brand architecture? Proctor and Gamble and Microsoft are examples of a different kind of brand architecture, often called a “Product Dominant” model or “Branded House”. The complex nature of brand architecture is why so many major corporations turn to expert teams for help in building the right foundations for their organisation. In the case of Proctor and Gamble, Tide, Pampers and other well-known household products have carved out a niche in people’s minds, and need to own that niche. Brand architecture is a strategic roadmap for present and future success. What they are doing right: Keeping Instagram and WhatsApp at arms length has enabled strong and growing communities of people who may not be as loyal to Facebook as they are to these brands. Amazon is also predominantly a branded house as most of its new products derive their strength from the mother brand. A poorly designed brand architecture creates confusion. Example: Kelloggs Architecture Changes Drivers Branded elements can be effective for distinguishing and energizing a brand and may even be trademarked, but live outside the architecture. Similarly, Microsoft allows XBox, Skype, Windows and now LinkedIn to thrive independently because they represent distinctly different promises. In fact, some of the best-known brands in the world got to where they are today because they had a supportive network or agency helping them to plan their way towards … We are currently ranked as the 15th best startup website in the world and are paving our way to the top. Called a “Corporate Dominant” brand architecture model, and often a “Branded House”, this model uses the parent identity to form a strong community of closely related services. As mentioned before, “s… Key Takeaways: A “House of Brands” is a much more expensive route that favors the independence of its individual products or divisions, but diminishes the importance and visibility of the parent identity. Two shorthand terms are often used to describe how an organization manages its brand architecture: 1. The name of the parent is invisible, new brands are developed. The only exception to this model is YouTube, which was sufficiently large when Google acquired it, and a community of its own. The only way to sense and resolve the confusion is to get a clear view of outside the walls and organise brand outlook which specify the different subsections of the brand and connect it with the main brand and other sister brands. Some brands are well known in the Coca-Cola family, such as Coke, Diet Coke, Coca-Cola … A company that recently changed the brand architecture of its flagship brand, moving it closer to a branded house is Coca-Cola. In the case of Alphabet, Google is allowed to operate in the space it knows best, search and advertising, while smaller brands, like Nest, Sidewalk Labs, and Calico operate as individual companies … They may also develop a number of relationships between brands such as a parent-child relationship. Proctor and Gamble and Microsoft are examples of a different kind of brand architecture, often called a “Product Dominant” model or “Branded House”. Product or company names, logos, and trademarks referred to on this site belong to their respective owners. The practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August, 2009. When not working, he can be found hiking, camping, and stargazing. FedEx, Google, Coca-Cola and Virgin for example. even though have their own identity and market presence in the market, they got more traction just because they were associated with the Marvel Universe. Expansions, acquisitions, mergers and other such strategies, although good for the company in the long run, create a lot of clutter and confusion in the minds of the customers as to what belongs to the company and what not. Take a … Imagine a big circle, rather then an org chart, that grows as services are added to it. The main factor that helps in making a strong and durable brand is its brand architecture. Think Google Search, Google Maps, Google Docs, and Google Cloud. “Branded house” implies that most or all products and services provided by that organization primarily bear the organization’s brand name. – Importance, Elements, & Examples, Co-branding – Definition, Importance, Types, & Examples. Amazon has taken a similar approach as it scaled its retail and computing services. Most consumer product brands use the House of Brands strategy. Examples of an endorsed brand architecture include: Nabisco; Kellogg; Ralph Lauren; Caterpillar; Honda; Hybrid. There is plenty of gray area, and a hybrid model can work very well if you adopt it for the right reasons and support it in the right ways. Brand Architecture Template. Stages Brand Audit and Brand Strategy and Group Brand Design Enthusiastic and Discovery Service Brand and Service Brand Committed Leadership Strategies Design Create a Project, elevate as Develop Brand architecture Implementation of Mission critical. In a branded house, the master brand is always present and is easily linked to and leveraged by extensions. Brand Portfolio Examples. That’s because the House Of Brands structure offers the freedom of sub-brands to build their own brand equity without reference to the master brand. The company uses a branded house strategy for its Windows and Office offerings and has a totally different house of brand – Xbox when it comes to gaming and gaming consoles. . Brand Architecture is an important part of any company and can be referred to as a building plan. However, marketers and other employees of the companies are not able to sense this confusion from the inside as they are accustomed to how things are within the company. The more a user enjoys their experience with one service, the more likely they are to try another, and the stronger the Google corporate brand becomes. This is the brand architecture. Brand architecture is an organized structure of the company’s portfolio of brands, sub-brands, and other offerings. A good example of an endorsed brand architecture strategy is the Marvel Universe. and Market offerings new identity – Brand audit of key collateral. It is important to understand the principal components and core tenets of a successful brand architecture framework. Brand architecture strategy should be systemic – consider what you are trying to accomplish overall, how many distinct promises you need to make to grow your business, and how many individual brands you can afford to support. It is the responsibility of brand architecture to make sure that every chunk fits its required place in … Nabisco is a well-known example of an endorser brand architecture. Read more about modern versus traditional models of brand architecture, Corporate Dominant Brand Architecture Model. What are you waiting for? Traditional brand architecture typically looks like an org chart or a family tree. Most consumers would have trouble identifying them with companies that actually own them (Procter and Gamble, Nestle). They deliver on distinct promises (whiter shirts, comfy babies), and even compete with each other on the shelf. If you are an experienced entrepreneur, you’d probably know that ... Read more, The Benefits of a Strong Brand Architecture, Brand Association – Definition, Importance, Types, & Examples, What Is Corporate Identity? Procter & Gamble … Finally, a hybrid brand architecture comprises some combination of the above iterations. This program doesn’t rely on the master brand at all, but instead each sub-brand gets its own image. It is a very deliberate exercise that defines how… Facebook has taken on a hybrid approach to brand architecture. A good example is FedEx. We recommend that you use your own judgement and consult with your own consultant, lawyer, accountant, or other licensed professional for relevant business decisions. Stakeholder consensus on Development of internal and … Brand Architecture Is Your Brand Strategy Foundation The key to your entire brand strategy is your brand architecture . Endorsed Brand Architecture includes a parent brand that serves to endorse a series of sub-brands. What Is Brand Hierarchy? § A methodology to develop brand architecture? Another example of such a strategy is Marriot. Many times, the brand’s are prefixed by the corporate brand as well. Such a strategy, however, makes it hard for the sub-brands to pave their own unique position in the market. § Examples of deliverables 3. Products and services are targeted at unique segments and managed and marketed separately. Thinking this through at a high level will help you better understand and activate the roles of each brand in your overall strategy. Brand architecture is just like the family tree you used to create for your school projects. Usually, Google follows the branded house brand architecture strategy for its new offerings and prefixes G or Google before such extensions; examples being Gmail, Google Drive, Google Maps, Google +, etc. What they are doing right: The Google corporate promise, to “organize the world’s information and make it useful” is so big, they can release tens or hundreds of services that fulfill the promise. What they are doing right: Microsoft has so much cash still coming in from its OS that it can afford to support individual brands and let them appeal across broad audiences who may or not find the parent identity relatable to them. This kind of brand architecture is also known as pluralistic brand architecture or a freestanding brand. Brand Architecture Examples. Brands need to create a brand architecture as it helps them to –. Architecture is an important brand strategy tool which studies and defines the relationship of the parent brand and its child brands. An example of the house of brands strategy is P&G which is the parent brand behind Tide, Duracell, Pampers, Pringles, etc. The house of brands strategy, also called pluralistic brand architecture strategy, uses a different approach than the branded house. A parent identity gives rise to many “offspring”, who behave like siblings, cousins or in-laws. We spend a lot of time researching and writing our articles and strive to provide accurate, up-to-date content. For customers who are conscious of the brand, it becomes a problem for the individual brand. If its goal is to let its products and services multiply and succeed independently of each other, it might opt for looser relationships. In this brand architecture strategy, the parent brand owns and manages many sub-brands who in-turn have their own unique brand identity. Unilever is one of the biggest and most well-known examples of a house of brands and although most consumers recognise their sub-brands, the vast majority don’t know the Unilever brand. are the best examples of corporate branding. The most fundamental brand architecture decision has to do with identity — the name, logo, and core message of the post-transaction company. A number of brand architecture models have been developed in recent years, though most of them have their roots in the seminal brand work of Dr. David Aaker. The Five Brand Architecture Types The most popular Brand Architecture types are Branded House, Sub-brands, Endorsed Brands and House of Brands as established by Aaker and Joachimsthaler’s framework called the Brand Relationship Spectrum. In simple terms – It shows how the brands, sub-brands and other offerings of the company are organized and how they relate to each other. Product Dominant or Branded House Brand Architecture Model. The type of relationship helps determine the role of the parent and the role of the individual pieces in the overall organizational strategy. 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. Brand portfolio examples provides perspective on alternative models, types and approaches along the brand relationship spectrum. While the right approach is situational, based on both the business strategy and nature of existing brand equities, it is important to understand the … … Take the Coca- Cola brand, for example. In simple terms – It shows how the brands, sub-brands and other offerings of the company are organized and how they relate to each other. Brand Architecture 4 Overview 5 Decision Flow Chart 6 Master Brand 8 Primary Sub-Brand 10 Secondary Sub-Brand 12 Collaborations and Partnerships 14 Lockup Construction 18 Glossary of Terms 19 Main Lockup 21 Double-Line Lockup 22 Co-Branded Lockup 23 Auxiliary Units 24 Color 25 Size and Clear Space 26. In a more modern approach to brand architecture, all products and services are considered to be part of a continuum, attracting a community of like-minded audiences, with nuanced differences between them. Brand architecture is just like the family tree you used to create for your school projects. Hybrid brand architecture is a mixture of two or more types of brand architectures. Tell us what you think about our article in the comments section. A freestanding brand architecture is optimal when a brand portfolio contains offerings that have conflicting audiences or the offerings have either (i) nothing in common or (ii) are in conflict. In the IT space consider the relationship between Google and Alphabet, Google’… brand essence. Brand architecture includes a master brand, brand extensions and sub-brands (and even sub-sub-brands). Take for example the following products: Pantene, Duracell, Nespresso and Uncle Toby’s. Branded house, also known as monolithic brand architecture, is the most common type of brand extension where the master brand is always present and its name is linked to and leveraged by the extensions. Social Media Approach to Brand Architecture. This confusion of whether the product belongs to the brand they follow or not reduces the target audience’s willingness to buy and often lead to many sub-brands being unnoticed by the target segment. While this model enables lots of independence, it can also lead to brand proliferation and high marketing costs. As a general rule, if a brand has more than one offerings which have their own identity, developing a brand architecture will have numerous benefits. Enhance uniqueness and memorability. Keeping them in their rightful place requires clarity around their strategic intent. This strategy creates simplicity, and cost deficiencies can be achieved as opposed to multi-branding architecture, in which a corporate brand plays a smaller role. In simple terms, the company itself is a brand and all the products and services are its extensions or subsets. Brand architecture is all about the relationships between a parent identity and all of its products, divisions, and services. A hybrid logo architecture model also protects brand equity and allows the brand to adapt to fit each target audience — for example, your B2B sector and B2C sectors can be branded differently but still within your main brand. In simple terms, the company markets a range of separate brand names which have their own separate identities in the market. Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. Here’s a brief explanation of what these brand architecture components are: Brand architecture is how the brands within an organisation are related and how they interact with each other. In this case, the parent identity takes a backseat, or even a non-visible presence in favor of its individual product and service brands. Dr. Aaker coined the terms “branded house,” “house of brands,” and endorsed brands, which are three different types of brand portfolio approaches. 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