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Neglecting to maintain the brand architecture can have the following consequences:

Inconsistent branding across product lines, services, and marketing communications.
Employee confusion regarding product lines, services, and brand structure.
Difficulties in launching new products or services or integrating acquired brands.
Poor customer experience in navigating the website or understanding the offerings.
Inability to differentiate from competitors.
Weak brand equity and a lack of brand loyalty.

Our Advice

Critical Insight

Brand architecture is the way a company organizes and manages its portfolio of brands to achieve strategic goals. It encompasses the relationships between brands, from sub-brands to endorsed brands to independent brands, and how they interact with each other and with the master brand. With a clear brand architecture, businesses can optimize their portfolio, enhance their competitive position, and achieve sustainable growth and success in the long run.

Impact and Result

Establishing and upholding a well-defined brand architecture is critical to achieve:

Easy recognition and visibility
Consistent branding
Operational efficiency
Customer loyalty
Ability to easily adapt to changes
Competitive differentiation
Distinctive brand image
Business success

Build a More Effective Brand Architecture Research & Tools

1. Build a More Effective Brand Architecture Storyboard – Develop a brand architecture that supports your business goals, clarifies your brand portfolio, and enhances your overall brand equity.

We recommend a two-step approach that involves defining or reimagining the brand architecture. This means choosing the right strategy by analyzing the current brand portfolio, identifying the core brand elements, and determining and developing the structure that fits with the brand and business goals. A well-thought-out brand architecture also facilitates the integration of new brands and new product launches.

2. Brand Architecture Strategy Template – The brand architecture template is a tool for creating a coherent brand identity.

Create a brand identity that helps you launch new products and services, prepare for acquisitions, and modify your brand strategy. Allocate resources more effectively and identify new opportunities for growth. A brand architecture can provide insights into how different brands fit together and contribute to the overall brand strategy.

Build a More Effective Brand Architecture

Strategically optimize your portfolio to increase brand recognition and value.

Analyst perspective

Brand Architecture

Nathalie Vezina
Research Director
Marketing Advisory
Info-Tech Research Group

This blueprint highlights common brand issues faced by companies, such as inconsistencies in branding and sub-branding due to absent or inadequate planning and documentation or non-compliance with the brand architecture. It emphasizes the importance of aligning or modifying the company's brand strategy with the existing architecture to create a consistent brand when launching new products, services, or divisions or preparing for acquisitions.

Changing the brand architecture can be challenging, as it often requires significant resources, time, and effort. Additionally, there may be resistance from stakeholders who have become attached to the existing brand architecture and may not see the value in making changes. However, it's important for companies to address suboptimal brand architecture to ensure consistency and clarity in brand messaging and support business growth and success.

This blueprint guides brand leaders on building and updating their brand architecture for optimal clarity, consistency, adaptability, and efficiency.

Executive summary

Your Challenge	Common Obstacles	Info-Tech’s Approach
A company's brand architecture can help brand managers build a stronger brand that supports the company's goals and increases brand value. Failing to maintain the brand architecture can have the following consequences: Inconsistent branding across product lines, services, and marketing communications. Employee confusion regarding product lines, services, and brand structure. Difficulties in launching new products or services or integrating acquired brands. Poor customer experience in navigating the website or understanding the offerings. Inability to differentiate from competitors. Weak brand equity and a lack of brand loyalty.	Establishing and maintaining a clear brand architecture can pose significant issues for brand leaders. Despite these obstacles, defining the brand architecture can yield substantial benefits for businesses. Common constraints are: Lack of knowledge on the subject, resulting in difficulties securing buy-in from stakeholders. Siloed teams and competing priorities. Limited resources and time constraints. Resistance to change from employees or customers. Inconsistent execution and adherence to brand guidelines. Lack of communication and coordination when acquiring new brands.	With focused and effective efforts and guidance, brand leaders can define or reimagine their brand architecture. Developing and maintaining a clear and consistent brand architecture involves: Defining the brand architecture strategy. Analyzing the current brand portfolio and identifying the core brand elements. Determining and developing the proper brand structure. Updating brand guidelines and messaging. Rolling out the brand architecture across touchpoints and assets. Facilitating the integration of new brands. Monitoring and adjusting the architecture as needed for relevance to business goals.

"[B]rand architecture is like a blueprint for a house...the foundation that holds all the pieces together, making sure everything fits and works seamlessly."
Source: Verge Marketing

The basics of brand architecture

The significance of brand hierarchy organization

Brand architecture is the hierarchical organization and its interrelationships. This includes shaping the brand strategy and structuring the company's product and service portfolio.

A well-designed brand architecture helps buyers navigate a company's product offerings and creates a strong brand image and loyalty.

A company's brand architecture typically includes three levels:

Master or parent brand
Sub-brands
Endorsed brands

Choosing the right architecture depends on business strategy, products and services, and target audience. It should be reviewed periodically as the brand evolves, new products and services are launched, or new brands are acquired.

"A brand architecture is the logical, strategic, and relational structure for your brands, or put another way, it is the entity's 'family tree' of brands, sub-brands, and named products."
Source: Branding Strategy Insider

Enhancing a company's brand hierarchy for better business outcomes

Maximize brand strategy with a well-defined and managed brand architecture.

Align brand architecture with business goals
A well-defined brand architecture aligned with business objectives contributes to building brand recognition, facilitating brand extension, and streamlining brand portfolio management. In addition, it improves marketing effectiveness and customer experience.
With a clear and consistent brand architecture, companies can strengthen their brand equity, increase awareness and loyalty, and grow in their competitive environment.

Effectively engage with the desired buyers
A clear and consistent brand architecture enables companies to align their brand identity and value proposition with the needs and preferences of their target audience, resulting in increased customer loyalty and satisfaction.
Establishing a unique market position and reinforcing brand messaging and positioning allows companies to create a more personalized and engaging customer experience, driving business growth.

Maintain a competitive edge
An effective brand architecture allows companies to differentiate themselves from their competitors by establishing their unique position in the market. It also provides a structured framework for introducing new products or services under the same brand, leveraging the existing one.
By aligning their brand architecture with their business objectives, companies can achieve sustainable growth and outperform their competitors in the marketplace.

"A well-defined brand architecture provides clarity and consistency in how a brand is perceived by its audience. It helps to create a logical framework that aligns with a brand's overall vision and objectives."
Source: LinkedIn