Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products and services, and should mirror the marketing strategy.
We rationalize and orchestrate portfolios of brands for maximum clarity, coherence, and impact.
This relatonship may be expressed in a variety of ways, yet it should always connect meaningfully to the company's identity.
The main question becomes:
"How does this product or service deliver the corporate value proposition?"
Our expertise in resolving brand architecture challenges is complemented by our ability to articulate the rationale and potential for rationalized brand architectures.
Key Brand Architecture Questions What are the benefits of leveraging the name of the parent company?
What conflicts exist between product brands and the corporate position, and how can those conflicts be addressed?
Will co-branding confuse customers?
How can the company efficiently manage the markets, products and technologies within its portfolio?
How can individual components be managed to create a complete and compelling identity for the company?
What are the benefits of leveraging the name of the parent company? 