One of the corporate branding disciplines that we receive the highest number of inquiries about is brand architecture. We find that for many clients however, it’s hard to grasp what brand architecture really means. Some organizations think of it as market segmentation, others think of it in terms of rationalizing portfolios or acquisition strategy. These are all important concerns, but we think about it at a higher level. Brand architecture explains the degree of relationship that should exist between the corporate brand and its various product and service brands. Should they go with a monolithic Master Brand strategy, corral multiple brands into a “house of brands,” or some combination of the two? What is the strategic rationale for an approach? Without clarity on these issues, your brand promise can become unclear, which creates confusion and can even reflect a lack of confidence.
The Root of the Problem
Anything that is ever created, whether it’s an app, a product or a service, wants a brand. And why not? Every creator wants to draw attention to his or her creation. By this philosophy, however, one company could easily have numerous brands. Companies often revert to micro-market segmentation as a surrogate for brand architecture. Google, for instance, has set an unusual precedent. The tech giant has many independently moving parts (read: brands) within its organization, but the sum total of those parts doesn’t necessarily create a comprehensive sense of what is “Google.” This is the most common problem we see with brand architecture.READ MORE