Brand Architecture Types
- Branded House. Branded house, also known as monolithic brand architecture, is the most common type of brand extension where the master brand is always present and its name is linked ...
- House Of Brands. ...
- Endorsed Architecture. ...
- Hybrid Architecture. ...
What is a monolithic branded House?
Branded House (monolithic) The branded house architecture model (also known as monolithic) is characterized by a strong, single master brand. This is a structure where the master brand is highly dominant over all of the sub-brands. Or in other words, all sub-brands are derivative of the master brand (with small changes of course).
What is monolithic branding?
Monolithic brand (also known as Branded house): there is a single master brand, one trademark followed by descriptive names for each product/service, one system (promise, personality, visual and verbal identity) used for all the products/services that corporate develops.
What is brandbrand architecture?
Brand architecture is the structure given to the brands which are owned by one organization or business. We often use the terminology of human relationships by which to understand how the relationships between brands are defined, so we might say it is a ‘family tree’ of brands, or the master brand is the ‘parent’ brand.
What is monolithic architecture in software engineering?
What is monolithic architecture? Monolithic architecture is a software design pattern. A software design pattern in which an application is divided into modules that communicate with each other using well-defined interfaces. These modules are typically implemented as a single executable or DLL.
What is monolithic branding strategy?
Branded House (also called a monolithic brand) emphasizes a single master brand, that sits over of the other brands within an organization. This is a particularly good option when the products are in the same category or offer a similar set of benefits.
Is Apple monolithic or endorsed?
Apple is an example of an endorsed brand architecture. This type of brand architecture simply contains independent brands which are endorsed by an organizational brand.
Is Google a monolithic brand?
Strategy 1: Branded House Google is an excellent example of a branded house strategy (also called a mono-brand strategy). This strategy is, of course, very streamlined because it's really just different variations of one brand.
What is monolithic corporate identity?
The monolithic corporate identity refers to a corporate brand: a structure where all products and services, buildings, official communication and employee behaviour are labelled or branded with the same company name. Examples include Disney, CocaCola, Nike, McDonald's, WalMart and BMW.
What kind of brand architecture is Apple?
Apple brand focuses on their UVP (unique value proposition), which is beautiful design that works right out of the box with ever-smaller packaging.
What is meant by brand architecture?
Brand Architecture is a system that organizes brands, products, and services to help customers access and relate to a brand. It helps structure a brand portfolio so that customers can easily tell which brands are affiliated and at what level.
What is Nike brand architecture?
BRAND ARCHITECTURE: NIKE FREE Aimed towards the runners of the world, this brand and product line focuses on a very different segment than Nike SB or Jordan. With a spirit built around natural movement and how it relates to running and training, the campaigns they run focus on freedom and functionality for athletes.
What is Microsoft brand architecture?
The Microsoft brand architecture Microsoft is a company that deliberately uses the hybrid brand architecture strategy. There are master-branded offers that follow the monolithic brand architecture like “Microsoft Health” and “Microsoft Internet Explorer”.
Is Apple a branded house?
An example of a branded house is Apple. Apple has multiple products, and many of them are known well enough to stand apart as product brands. However, they are all clearly branded Apple and leverage the brand visual identity and ethos of the master brand.
How do you choose a brand architecture?
How to Choose a Brand ArchitectureClarify brand positioning, naming, and messaging.Provide structure and opportunities for future products or services.Increase brand value by establishing clarity between companies, divisions, products, and services.
How do you build a brand architecture?
Five Steps to a Modern Brand Architecture Strategy#1. Consider the Full Portfolio Ecosystem.#2. A Forward Thinking Brand Architecture Strategy.#3. Re-balance Your Stakeholders.#4. Empower Teams by Creating Clear Boundaries.#5. Include the Brand Architecture Strategy as Part of the Employer Value Proposition.
Is Coca Cola a house of brands?
Coca-Cola is a perfect example of a successful Hybrid structure. There's Coke, Diet Coke, Coke Zero, and so on- set up like a Branded House. The Coca Cola Company also owns 25 other brands, including Sprite, Fanta, Powerade, Mount Franklin, and more.
What is Google as a company?
Google LLC (/ˈɡuːɡəl/ ( listen)) is an American multinational technology company that focuses on search engine technology, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics.
How did Google become the best search engine?
While Google did come up with the best search engine on the market, he suggests, it was its early success that provided it with the experience and crucially the data to allow it to improve quickly. "The more you know about what people mean when they search, the more you are able to deliver accurate results ...
What is monolithic brand architecture?
A monolithic brand architecture offers perhaps the most logical path to new brands and brand extensions. Otherwise known as a “branded house”, this system involves a strong master brand (the overarching identity), which constantly leverages its strength with sub-brands or brand divisions. For instance, imagine Google, and Google Maps, ...
What is brand architecture?
Just like the blueprint for a house, your brand architecture is the map that organises your services and products into a lucrative strategy for success. A comprehensive brand architecture definition can help ...
Why is brand architecture important?
A brand architecture strategy can help to give depth to your company and ensure that you organise your offerings effectively to boost profits. Regardless of the size of your venture, brand architecture can help you to:
Why is audit important for brand?
An audit is the starting point for developing your brand architecture strategy, as it helps to establish where you currently are in your business plan, and where you hope to go.
What makes a brand architecture difficult to determine?
One of the things that makes a brand architecture definition difficult to determine, is the fact that there are numerous ways to architect a brand. Different companies grow and evolve in unique ways. As you explore some of the brand architecture examples we’ve included in this article, you’ll begin to see that fact in practice.
Why break your architecture down into segments?
Target specific customer segments: Breaking your architecture down into segments helps you to refine your services and messaging so that you can connect with a very specific group of customers. This ensures that your marketing efforts have the best possible return on investment.
How to develop a brand architecture?
The easiest way to develop a brand architecture that’s sure to work for your organisation, is to hand the hard parts over to an expert. A brand architecture consultant will be able to assess your existing structure and build a plan that adheres to the goals and targets of your organisation.
What is a monolithic brand?
Monolithic brand (also known as Branded house): there is a single master brand, one trademark followed by descriptive names for each product/service, one system (promise, personality, visual and verbal identity) used for all the products/services that corporate develops.
What is a house of brands?
House of brands (free-standing brands): Separate identities for each brand: brands have their own names, personalities, audiences, and sometimes they compete with each other. They are designed to stand apart and be independent from the master brand or the other house brands.
Why are products called endorsed brands?
They are called “endorsed brands” because the parent brand endorses the products with its reputation.
Why is it hard to control the damage of a brand?
If a brand goes through a crisis it is hard to control the damage because the crisis can extend to the parent brand and also to the other brands. There will be creative, legal, and time-to-market costs for every endorsed brand. 3.
Why is it easier for consumers to recognize the products and to understand them?
It is easier for consumers to recognize the products and to understand them because of the descriptor. Focusing brand marketing (and marketing spending) on a single brand strategy and brand image.
Is success directly attributed to parent brand?
Success will not be directly attributed to the parent brand. 4. Sub-brand: There is a corporate trademark and sub-brand trademarks: an overlying corporate brand and separate sub-brands beneath the corporate brand. Each of these brands may have a distinct brand promise, position and personality.
Is a free standing brand contagious?
If a free-standing brand goes through a crisis, it is not “contagious” to the other brands. Full liberty in creating the identity: freedom to create different brand strategy, name, logo, design, and creative campaigns. Presence in different market niches, targeting different audiences.
What is a monolithic house?
Monolithic or Branded House is an architecture in which the sub-brands use the name, and more often the identity, of the parent brand, eg FedEx, Virgin. Endorsed or House of Brands is an architecture in which sub-brands are independently named and have their own identity, but which at some level bear the endorsement of their parent brand, eg P&G, ...
What is brand architecture?
Brand architecture is the structure given to the brands which are owned by one organization or business. We often use the terminology of human relationships by which to understand how the relationships between brands are defined, so we might say it is a ‘family tree’ of brands, or the master brand is the ‘parent’ brand.
Is it a business decision to separate a brand from its parent?
Completely separating a brand from its parent brand might be considered a business decision rather than a brand architecture decision. Of course, many business and brand strategy decisions are inextricably linked. However, if the decision to entirely disown the parent brand is due to the potential negative effect one brand might have on ...
Is it bad to have brands that run counter to each other?
There are dangers in having brands whose values and approaches run counter to each other in your brand portfolio, but businesses take this risk as they know that if it works they can have the best of both worlds, having brands which appeal to polar opposite audiences under the same roof (and financial balance sheet).
What Is Brand Architecture?
Brand architecture is the discipline and technique used by brand strategists to organize and structure multiple subdivisions of a master brand.
What Are The Key Elements Of Brand Architecture?
Given that brand architecture is how a business formally organises, labels, and showcases its product and service offerings, this audit will help ensure consistency , refine the strategy, and position the brand for maximum long-term growth.
