Brand Architecture

Brand Architecture
• Brand architecture is the structure of brands within an organizational entity.

• It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another.
Brand Architecture
• There are three key levels of branding:

• Corporate brand, umbrella brand, and family brand - Examples include Godrej, Samsung, LG, Sony

• Endorsed brands, Dual , and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk

• Individual product brand - For example, Procter & Gamble’s Pampers or Unilever's Dove.

Brand Architecture
• Corporate brand, umbrella brand, and family brand –
• Corporate branding is the practice of using a company's name as a product brand name
• Disney, for example, includes the word "Disney" in the name of many of its products
• These brands may also be used in conjunction with product descriptions or sub-brands:

• For example Heinz Cream of Godrej Frost Free Refrigerators, or Virgin Mobile
Corporate
Brand Architecture
• Advantage Corporate brand, umbrella brand, and family brand
• One Ad for all brands
• Easy acceptance of new product introduced
• Standardization of : Logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services
Brand Architecture
• Disadvantage Corporate brand, umbrella brand, and family brand
• At risk if there is a problem with sub-brand
• No segmentation allowed in advertising
• Individual brands cant be developed easily
Brand Architecture
• Endorsed brands, Dual Brands and sub-brands - For example, Nestle KitKat, Cadbury Dairy Milk
• These brands include a parent brand but they have their own niche and personality
• Subbrands can help differentiate and boost corporate brand and drive brand preference.
• Subbrands can become umbrella names for a family of products extensions
• Is more expensive than corporate brands and takes longer time to develop

Brand