Brand Portfolio: Includes all the brands and sub-brands owned by a single company or group. It determines the relationships between different brands, such as corporate brands, product brands, service brands, etc.
Brand Hierarchy: Defines the hierarchy and relationships between different brands and sub-brands within the brand portfolio. It may involve master brands, sub-brands, associated brands, co-existing brands, etc.
Naming Architecture: Relates to the way brands and sub-brands are named within the brand portfolio. It may include a uniform name for all brands, thematic names, descriptive names, etc.
Brand Relationships: Specifies how different brands and sub-brands are related and communicate with each other. It may involve strategies such as parent brand, child brand, sibling brand, dependent brand, etc.
Visual Architecture: Focuses on the consistency of visual elements and visual identity within the brand portfolio. It includes common elements such as logo, color palette, typography, etc.
Brand Communication: Determines communication strategies for different brands and sub-brands within the brand portfolio. It pertains to the brand messaging, values, personality, and promises that are conveyed within individual brands.
Brand Architecture aims to ensure consistency, understanding, and effectiveness of brand communication, both within the brand portfolio and for customers and other stakeholders. By properly organizing and establishing brand hierarchy, it is possible to effectively build brand value and recognition across different market segments.
Brand Architecture refers to the structure and organization of brand hierarchy within a single company or brand portfolio. It relates to how different brands and sub-brands are connected and communicate with each other. Brand Architecture aims to ensure consistency, understanding, and effectiveness of brand communication among different target groups.
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