HOME

TheInfoList



OR:

In the field of
brand management In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is p ...
, brand architecture is the structure of
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...
s within an organizational entity. It is the way brands within a
company A company, abbreviated as co., is a legal entity representing an association of people, whether natural, legal or a mixture of both, with a specific objective. Company members share a common purpose and unite to achieve specific, declared go ...
's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the
marketplace A marketplace or market place is a location where people regularly gather for the purchase and sale of provisions, livestock, and other goods. In different parts of the world, a marketplace may be described as a '' souk'' (from the Arabic), ' ...
.


Types

There are three key levels of branding: * '' Corporate brand,
umbrella brand Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value o ...
,'' and '' family brand'' – Examples include Heinz and Virgin Group. These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties. These brands may also be used in conjunction with product descriptions or sub-brands: for example
Heinz Tomato Ketchup Heinz Tomato Ketchup is a brand of ketchup manufactured by the H. J. Heinz Company, a division of the Kraft Heinz Company. History It was first marketed as " catsup" in 1876 In 1907, manufacturing reached 12 million bottles and it was exp ...
or Virgin Atlantic. * ''Endorsed brands,'' and ''sub-brands'' – For example, Nestle
KitKat Kit Kat (stylised as KitKat in various countries) is a chocolate-covered wafer bar confection created by Rowntree's of York, United Kingdom, and is now produced globally by Nestlé (which acquired Rowntree's in 1988), except in the United Stat ...
,
Cadbury Dairy Milk Cadbury Dairy Milk is a British brand of milk chocolate manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk choc ...
,
Sony , commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
PlayStation or Polo by Ralph Lauren. These brands include a parent brand—which may be a corporate brand, an
umbrella brand Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value o ...
, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to the endorsed sub-brand in the eyes of consumers. * '' Individual product brand'' – For example, Procter & Gamble’s
Pampers Pampers is a brand of baby and toddler products marketed by Procter & Gamble. History In 1961, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild. He assigned fellow researchers in P&G's Exploratory Divi ...
or
Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, ...
's Dove. The individual brands are presented to consumers, and the parent company name is given little or no prominence. Other stakeholders, like shareholders or partners, know the producer by its company name. Procter & Gamble is quoted by many authors as the antithesis of a corporate brand (Asberg and Uggla, Muzellec and Lambkin, Olins). "However, this situation changed in 2012. After more than 150 years of invisibility of the organization for consumer, the brand developed corporate brand promise during the 2012 Olympic games. Commercials are aired on television around a message thanking all the "moms". In addition, each of their products is associated with the brand "PG" in advertisements for products. A recent example of brand architecture in action GM Reorganized Brand Architecture
/ref> is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand. The practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August 2009. In the run-up to the IPO, the company adopted a multiple brand corporate invisible brand architecture structure.Brand Architecture Structure Choices
/ref> The company's familiar square blue "badge" has been removed from the Web site and advertising, in favor of a new, subtle all-text logo treatment.GM Reorganized Brand Architecture
/ref>How to Improve Brand Image
/ref>


Branded house and House of brands

In academic literature typically two terms are referred to, when brand architecture or brand clusters are explained. The terms Branded House and House of Brands where popularized by Dr. David Aaker.


Branded House

Is specialised by having a strong master brand with sub brands also carrying the master brand.
FedEx FedEx Corporation, formerly Federal Express Corporation and later FDX Corporation, is an American multinational conglomerate holding company focused on transportation, e-commerce and business services based in Memphis, Tennessee. The name "Fe ...
is an example of a master brand with FedEx Freight as a sub brand. This tactic is normally used, when companies intend to use the master brands
brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the prod ...
to held the sub brand.


House of Brands

With this tactic there is no visible link between the master brand and the sub brands. Procter and Gamble is a popular example where Proctor and Gamble is the master brand with hundreds of sub brands like Oral-B and
Pampers Pampers is a brand of baby and toddler products marketed by Procter & Gamble. History In 1961, P&G researcher Victor Mills disliked changing the cloth diapers of his newborn grandchild. He assigned fellow researchers in P&G's Exploratory Divi ...
below.


See also

*
Aspirational brand An aspirational brand is a term in consumer marketing for a brand or product which a large segment of its exposure audience wishes to own, but for economic reasons cannot. Because the desire for aspirational goods is relative to the consumer's purc ...
*
Brand aversion Brand aversion is an antonym of brand loyalty. It is a distrust or a dislike of products from a particular brand on the basis of past experiences with that brand and its products, similar to taste aversion. Brand aversion, also called brand hate, ca ...
*
Brand community A brand community is a concept in marketing and consumer research which postulates that human beings form communities on the basis of attachment to a brand or marque. A brand community refers to structured social relationships in which participants ...
*
Brand engagement Brand engagement is the process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management. Brand engagement will impact brand attachment and has a positive influence on customer pu ...
*
Brand implementation In marketing, brand implementation refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merch ...
*
Brand loyalty In marketing, brand loyalty describes a consumer's positive feelings towards a brand, and their dedication to purchasing the brand's products and/or services repeatedly, regardless of deficiencies, a competitor's actions, or changes in the envir ...
*
Brand orientation In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is pe ...


References

{{DEFAULTSORT:Brand Architecture
Architecture Architecture is the art and technique of designing and building, as distinguished from the skills associated with construction. It is both the process and the product of sketching, conceiving, planning, designing, and constructing buildings ...