What is included in brand architecture?
Brand architecture is the organizational structure of a company’s portfolio of brands, sub-brands, products, and/or services. Effective brand architecture includes an integrated system of names, symbols, colors, and visual vocabulary informed directly by the consumer thought process.
What is the brand architecture of Unilever?
The Unilever brand architecture The Unilever brand architecture is a “house of brands” structure that’s often referenced in discussions about brand architecture. Unilever has a rich portfolio of sub-brands that range all the way from food to hygiene products.
What are brand architecture models?
There are three main types of brand architecture models: the branded house, the house of brands, and the endorsed brand. Each option comes with its own advantages and disadvantages.
What is hybrid brand architecture?
The hybrid brand architecture is a mixture of two or more brand architectures: masterbrand, sub-brand, endorser brand and freestanding brand. It is typically used when a firm is changing brand architectures, or acquiring existing brands through mergers or acquisitions.
What is brand architecture designing?
Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. A successful Brand Architecture enables consumers to form opinions and preferences for an entire family of brands by interacting or learning about only one brand in that family.
Is Coca Cola a house of brands or branded house?
Examples of companies using this framework include HSBC and Virgin. Amazon is also predominantly a branded house as most of its new products derive their strength from the mother brand. A company that recently changed the brand architecture of its flagship brand, moving it closer to a branded house is Coca-Cola.
Is Coca Cola a branded house?
How does the master brand create value? Coca-Cola’s new “branded house” strategy creates value to consumers by simplifying the many brand promises to just one.
What is Coke brand architecture?
An example of a company that employs a hybrid brand architecture is Coca-Cola. A hybrid strategy can enable a firm to continue promoting their flagship brand, while also attracting distinct segments of consumers who may not wish to be affiliated with each other.
What is monolithic brand architecture?
Monolithic Brand Architecture Monolithic architecture (or branded house) is characterized by a strong, single master brand. Brand extensions use the parent’s identity with descriptors. Fedex is an example of a monolithic brand architecture. All brands bear the parent brand’s name – it’s always visible.
What kind of brand architecture does Microsoft have?
Microsoft uses multiple brand architectures, but very deliberately. It has masterbranded offers, like Microsoft Health, Microsoft Project and Microsoft Internet Explorer, all of which use descriptive product names so that ‘Microsoft’ stands out. It has sub-brands like Microsoft Windows and Microsoft Surface.
How does hybrid brand architecture work for Microsoft?
The hybrid brand architecture approach works for Microsoft because it is centred on masterbrand and sub-brand strategies, which leverage the corporate name. But since Microsoft is a sweeping conglomerate, its conditional use of endorsed and freestanding brands lets it market to more disparate audiences, with varying degrees of corporate tie-in.
What are the different types of brand architecture?
However, while there’s no singular approach to establishing brand architecture, most strategies will fall under one of three categories: Monolithic brand architecture (branded house), Endorsed brand architecture, or product brand architecture. 1. The monolithic brand architecture
Which is an example of a branded House?
In simple terms, the company itself is a brand and all the products and services are its extensions or subsets. An example of a branded house is Google and its extensions.