Endorsed (or House of Brands)
In the endorsed brand architecture , known as ” House of Brands “, each product or service line operates under its own brand, although all are supported by a corporate brand that guarantees credibility and trust.
This model is ideal for companies with diversity in their offerings, allowing them to tailor each brand to their specific market without diluting the identity of the other brands within the portfolio.
A prominent example is Unilever , which owns and manages brands such as Dove , Lipton and Ben & Jerry’s , each with its own identity and marketing strategy, but all benefiting from Unilever’s backing and resources.
This approach allows for effective market segmentation and targeted brand management that can maximize appeal to different consumer groups.
Pluralistic (or Pluralistic)
Each brand operates under its own job function email list name, with marketing strategies and positioning that may be completely different, without a visible parent brand to unify them.
This model is common in corporations with diversity in their business lines.
A prominent example is Procter & Gamble , which operates brands such as Gillette , Bounty , and Pampers , each positioning itself independently mobile numbers in the market to serve specific segments with no apparent connection between them.
For a brand architecture to be effective, it must incorporate several key elements that work together to strengthen the brand’s identity and coherence across all its expressions and touchpoints.
These include:
- Brand Identity : Includes the name, logo, colors and any other visual elements that help to immediately identify the brand.
- Brand Positioning : Defines what the brand don’t let panic get in the way of good decision making stands for, its values, and how it differentiates itself from the competition.
- Brand Hierarchy : Clear organization of all brands within the company to ensure that each has a defined role and contributes to the overall objective.
Strategies for developing a brand architecture
Developing an effective brand architecture involves several key strategies that help structure and guide the perception of brands within an organization:
- In-depth analysis : Deeply understand the market, competition, and customer needs to inform the structure of the brand architecture.
- Defining roles : Clearly define the role of each brand within the portfolio, ensuring that each has a distinct and complementary purpose.
- Visual and messaging coherence : Ensure that all brand visual elements and messages are aligned and reinforce the overall corporate image.
- Interdependency management : Coordinating how brands interact with each other to support overall objectives without causing confusion in the marketplace.
- Continuous evaluation and adjustment : Monitor the performance of the brand architecture and make adjustments as necessary to keep it relevant and effective.
These strategies ensure that the brand architecture is not only coherent and strategically viable at the time of its creation, but can also adapt and evolve with market conditions and business needs.