Brand Architecture

What is Brand Architecture?

A set of rules, groupings and conventions that organise, name and design company products and services.

This page is work in progress and requires further edits and updates


Why do we need Brand Architecture?

To structure a position in market today and tomorrow.
Help guide business and vendors in decisions.
Communicate relationship and value.
Deploy strategic business change.


How do we do Brand Architecture?

Audit. (competitors)
Align with Business Roadmap.
Lead with your Brand Strategy.
Consider Business Eventualities.


Brand Architecture Frameworks

Companies often use a framework to name or group products, services and brands.

Common Frameworks:
Branded House (Apple)
House of Brands (P&G)
Blended House (Google)
Endorsed Brands (Marriott)

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Example Diagram

Organising the company brands into hierarchy allows for easy navigation, identifying relationships and documenting special cases.

Create the following diagrams: – Past – Present – Future – Alternate Future

Regroup with company decision makers bi-annually to review plans and progress.


Example Structures

Organising the company into a set of structures helps define hierarchy, naming conventions, how the master brand is applied and groups related items.

The example shown for Apple is not an exhaustive set of groupings. The company strategy and market will inform the structures used.


Example Naming Guides

Selecting and regulating names used in the company brand architecture can follow a set of ambitions, principles and marketing tactics.

Agreeing the company strategy to naming can happen at any level within the hierarchy or be applied consistently across the business. The selective examples shown here range from communicating who a product is for (MacBook Pro – for professional users) through to how a service is used (HBO Go – access TV anywhere).


Business Eventualities

Picking names for products and services within the company can be straight forward at first glance. Large companies will need to consider internal and external eventualities that impact naming. Planning out company roadmaps helps ensure decision makers plan and adjust for change over time.

  • Mergers & Acquisitions
  • Product Extensions
  • Endorsed Products
  • Regional Variation
  • Co-branding Competitor & Trend Tactics
  • Technology & Material
  • Regulation & Copyright

Downloads

Explainer Presentation Brand-Architecture.pdf – 52KB

Editable Presentation Files Brand-Architecture.key – 215KB


Further Reading

Wikipedia
What is Brand Architecture?
Understanding Brand Architecture