Brand Architecture

Brand Architecture 

Many companies have become a different combination of Trademarks Whether new or old brands, each of them has its own brand identity, which may cause confusion among consumers and reduce their desire to buy, which makes us shed light on the structure of brands, their importance, and how you can establish the brand and make it work for you.

What is brand architecture Brand Architecture ?

It is the way in which the sub-sections of the brand are organized, and through the brand architecture we can know the organization of those sub-tags of the brand and the way to link those sub-tags to each other.
A good and effective brand architecture includes a coherent and integrated system that combines clear and direct names, symbols, colors, and words. This is because the brand architecture, in addition to its impact on the organization of your offers, also has an impact on the behavior of customers and consumers.

The importance of brand architecture

Brand architecture is the foundation of brand identity, whether in terms of brand design or development. Brand Architecture helps you compete in the target market for the products you sell, which is an essential element if you want to define a position for your company in the market.

Types of brand architecture

The main difference between the different types of brand architecture is knowing which brand is the most dominant, whether it is the primary brand or sub-brands. Defining the role of the core brand is the key that enables you to choose the right brand architecture. Below we explain the different types of brand architecture. .

• Main brand

The House of Brands works to separate the main brand from the sub-brands or any extension thereof. The House of Brands or the parent brand is characterized by a large group of distinct brands under a main brand, where the sub-brands work to support each other so that the parent brand gets the benefits of this support. Products that fall under a single brand structure display the main brand identity on their packaging. This type of brand structure is distinguished by its ability to reach a large consumer base and multiple markets.
One of the disadvantages of this type of brand architecture is the large budget that this type needs, as each sub-brand requires separate marketing from the others, as the main brand acts as a holding company that includes a number of other sub-brands, which are treated as a separate company that requires a marketing strategy. Its own, such as Nestlé.

• Sub-brand

As we mentioned previously, every major brand has sub-brands, and each of these brands has a presence in the market. The sub-brands work to benefit from their association with the main brand to enhance their presence in the market, and the high-end brands work to support each other, and an example of this type is Honda.

• Hybrid brand

This type of brand architecture includes a mixture of other types, as it provides a group of different levels within a distinct hierarchy, including those levels for sub-brands. Most companies adopt this type of brand architecture in times of necessity in the case of mergers and acquisitions, which It comes as an alternative to proactive branding, and an example of hybrid branding is Microsoft.

• Brands belonging to the parent brand

In this type, sub-brands are affiliated with the main brand and linked to it, as they share a name with it with an explanation of the specialty of the sub-brand, as all sub-brands and their services are located under the name of the main brand, and this type works to reduce confusion among consumers in addition to building ownership rights. Specific to the company's brand, such as FedEx.

features Brand Architecture

Regardless of the size of companies and stores in the market, an effective brand architecture will provide you with many advantages that will increase the value of your brand. Below we explain the advantages that Brand Architecture offers you.

• Use multiple customer segments

The brand structure enables you to target the largest category of consumers by dividing the messages that are broadcast through marketing, which makes you communicate with all consumers and meet the needs of each individual.

• Reducing marketing costs

Marketing becomes more efficient when a brand is designed in a logical and simple way as well as raising cross-marketing opportunities for different brands.

• Brand protection

One of the most important features of Brand Architecture is protecting the brand’s property rights, which helps your company grow, raise the profit rate, and enhance the brand’s position in the market.

How to create the right brand architecture?

The purpose of Brand Architecture is to make brand marketing more visible and reach the largest consumer base

Steps to building the right brand

There are three important steps through which you can define and build a correct and clear brand:

• search

Through research, you can find out how customers receive the offers you offer and the extent of their awareness of your brand. The data you collect through research tells you the type of Brand Architecture that you can use to support your company’s business strategy.

• The strategy

It is determining the type of brand architecture that suits your company's needs and knowing the benefit that will accrue to your business from each type of Brand Architecture. Make sure of the budget you specify and the resources available to you, in addition to creating a system that you can support within the limits of your capital and workforce.

• Launch your brand

Now comes the turn of creating your system blueprint to launch your brand, starting with the naming and system that identifies the sub-brands that are aligned with the main brand strategy. The final stage of the Brand Architecture plan also includes a profile, the strategic role of the brand and its scope, which will ensure maximum benefit. From the brand architecture and its continued growth.

From this, we have clarified the goal of Brand Architecture and you must know that brands are not just names given to products, but rather they are created to create a special identity to raise the value of the brand in the target market.

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