Brand architecture describes the way an organization’s brands relate to one another.
Large organizations often have multiple brands within a category. Architecture distinguishes their unique roles in a hierarchy, with a given brand “…dedicated to reaching and fulfilling a specific opportunity or need in the marketplace.” Thus, a parent (or corporate) brand has sub-brands that meet specific marketplace needs. Some companies have competing or complementary brands.
Example: Tide, Gain, and Downy are managed within one brand architecture where Tide represents the premium offering, Gain the value offering, and Downy a fabric softener that supplements all detergents.
Example: Hilton is a parent brand to its sub-brands (Hilton, Embassy Suites, Homewood Suites, DoubleTree, etc.), each aimed at different market segments.”
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