A house of brands insulates and protects the master brand from brand extensions and in turn protects the different brands from each other. Brand architecture is the organizational structure of a companys portfolio of brands, sub-brands, products, and services. Can or should a term applied to one brand be applied to another? Oops! The executives can only redefine the brands. Costs, of course, are often a barrier to change. A tech giant may be able to effectively brand hundreds of pieces of software under the same brand. When your value propositions are crystal clear, the links between your product offerings become obvious as well. They are both no-calorie colas; Coca-Cola Zero Sugar tastes nearly the same as classic Coca-Cola, but Diet Coke has a light flavor, which some people prefer. A house of brands also allows for a master brand to have competing brands in the same segments. That looks like a personal email address. People in the company or in product development can have a hard time seeing the confusing quirks of the brand structure. Outlined below are the key features of each component, and their relationship to one another. Different configurations may make more sense for a certain company, customer, or category. An endorsed brand is a more flexible way to package brands under a master brand. So because of that existing structure, the team has narrowed things down to three final descriptive name choices for the new truck: (Model T was the obvious choice, but Ford had a pretty clear claim on that one too.). A brand architecture schema should make it easier is to understand what products and services would make sense to be offered under what brand. Model 4 makes a nice transition from the most recent product, the Model 3. Read our blog post on Brand versus Brand Identity to better understand the difference between the two.. And, in the meantime, if you have any questions about brand architecture, feel free to reach out to us at info@brandsymbol.com. Deliver exceptional omnichannel experiences, so whenever a client walks into a branch, uses your app, or speaks to a representative, you know youre building a relationship that will last. For example, imagine Coca-Cola suddenly decided to change its logo and drop its signature red color. It might be an overly costly approach for a smaller brand portfolio, given that each endorsed brand will need distinct products, marketing, sales, and more to function. Second, reviewing potential new product name options in the context of a brand architecture diagram focuses energy on the functional strength of the name. However, brand management across these varying businesses means it can be difficult to maintain a consistent brand architecture. To call the truck Model 4, and begin the transition from letter based vehicle names to number-based (since, after all, what were they going to do after Y anyway?). Like any significant asset of the company (physical plant, intellectual property, etc. You can divide the offering at any level if it makes sense for the market. Monitor and improve every moment along the customer journey; Uncover areas of opportunity, automate actions, and drive critical organisational outcomes. FedEx Express, FedEx Freight, and FedEx Ground are just some of them. Naming new technology products can be a painful experience. The overarching marketing strategy of the master brand must take precedence over your brand variants. : While Toyota produces its own cars under the Toyota name, it is also the master brand of Lexus and Scion brands. The question is then, do you have the right brand architecture? Brand architecture makes sense to do on a regional basis, usually by country. Youll need buy-in from your internal team in order to create your brand architecture. Next, take a look at your current product/service mix. While everything were discussing in this book will be used as an internal process tool, your Brand Architecture will primarily manifest as a public-facing thing. In this situation, the master brand may have relations with some sub-brands, but no relations with others., Although it might be the best option for some brands, a hybrid brand is not always ideal since different brand identities and extensions can be difficult for customers, marketers, and investors to keep track of.. An approach that uses multiple strategies allows for brands to more easily build brands, undergo a brand extension, or protect existing brand equity by divesting brands. Lets look at an example of how you could use a brand architecture diagram to make a more educated naming decision. Understanding, visualising, and explaining your brand architecture can help you to manage your brand portfolio more effectively. Benefits to a house of brands strategy: Drawbacks to a house of brands strategy: Marketers and executives came around to the idea that not everything can or should be under one name in the mid-1900s. Consider how you plan to manage your brand assets so that they are uniform yet distinct and well organized. Unilevers house of brands contains several different brands, including personal care brand Dove, food company Ben & Jerrys, and drinks brand Lipton. On the It provides a road map for, development and design, and reminds consumers of the value proposition for the entire brand family. Marketers at Unilever wont be working with it. With a structure in place, you become more focused on the Volkswagen even has model-specific performance designations such as the Golf GTI and the Jetta GLS. Fed-Ex is the master brand and everything else is a descriptor fed-ex ground, fed-ex freight, etc. It may be difficult to be objective during this step, and some companies may benefit from inviting focus groups or external agencies to offer feedback on branding, brand clarity and brand recognition. Attract and retain talent. These only make sense in the context of the brand, like Turbo / GTS for Porsche and SVG for Lamborghini. Let's get something on the calendar and give all your assets a happy new home. The products are primarily sorted by the customer they are targetting, and secondarily by the need they fulfill. If the brand architecture is flawed, and there is no way of making the product portfolio work with the brands as they are defined, then the brand manager needs to make suggestions for the executives to contemplate. One step to determining the answers to these and more important questions is a full brand audit of your current brand architecture as well as the existing industry landscape. For example, P&G sold the Duracell brand to Berkshire Hathaway Inc. for $2.9 billion in 2016. And they arent; the drain cleaner is called Liquid Plumr, and the water system is called Brita. In a branded house, the master brand is always present and is easily linked to and leveraged by its extensions. Gravity Group - 107 E Water St, Harrisonburg, VA 22801 - 540.433.3071. Deliver breakthrough contact centre experiences that reduce churn and drive unwavering loyalty from your customers. These are the brands that sit beneath the master brand in the brand architecture. Negative publicity doesnt necessarily harm the other brands or the master brand. I suppose I should consider from varied aspects from business specialty and consumer needs etc. At its core, brand architecture is a set of decisions. For example,Kimberly-Clarkmakes a wide variety of paper-based products. Oftentimes, it is seen as a compromise and happens when a master brand begins creating and acquiring new brand extensions. This style means all brands within the house are consistent in terms of look and feel, marketing messaging, and more. Portals help internal teams quickly locate assets and put together relevant materials for external stakeholders, agencies and partners. For example, a large international brand thats existed for decades could suffer disastrous consequences if a rebrand isnt well received. The below diagram lays out all of Coca-Colas brands in a hierarchy and outlines its brand architecture. Next, we have an endorsed brand. Encourage people to mark up your version and edit it until they think it is right. Increase customer lifetime value. Professionally designed, visually stunning - Brand Identity Brand Architecture Diagram Ppt Slides by fully leveraging both corporate and sub-brands. There are several key benefits of having a current brand architecture diagram when beginning a product naming project. First, it ensures that everyone staked in the new product name has a wider strategic view of all of the company brands and how they fit together. An endorsed brand is a sort of middleman between branded house and house of brands. Increase customer loyalty, revenue, share of wallet, brand recognition, employee engagement, productivity and retention. Nestle - Brand Management Shannon Cavanagh-Edwards a house of brands with both diet and non-diet Most relationships between brands become self-evident when arranged in a tree diagram. : While P&Gs brand extensions spread across various industries, General Motors is the master brand of different car manufacturers and products related to cars. The top to bottom hierarchy should have these steps: Company -> Brands -> Sub-Brands -> Product Lines -> Products -> Product Variations. To keep costs down, consider investing in incremental changes that will have the most impact. It does share the type of product theme, however. KC diapers and wipes are marketed under the Huggies brand. This may help you uncover some ways to simplify the organization of the content, make it even easier for your customers to understand what your products do and how they fit together. Brands (master brand of KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill), PepsiCo (master brand of Quaker Oats, Gatorade, Aquafina, and more), Oracle (master brand of PeopleSoft, NetSuite, Sun Microsystems, and more), Gap (master brand of Old Navy, Athleta, Piperlime, and more), Gillette (a Procter & Gamble brand with its own legacy branding). Copyright 2022Brandfolder Digital Asset Management, 1. The ability to develop new offerings or weather reputational storms without being concerned about the effect on the other brands is also another advantage. It also has the Coca-Cola, Coke Zero, and Diet Coke sub-brands as well. So Tesla decided to flip the letter around and name their new sedan the Model 3 instead. Theres also the question of what the master brand is. For example, Dyson could be more thoughtful about their brand architecture. Why is Sprite a distinctly different brand than Coca-Cola? Love podcasts or audiobooks? Parent brand example: Mondelz International (formerly Kraft Foods). Here are a few tips as you begin creating a brand architecture diagram for your company: Head of Marketing, Tidelift. The three types of brand architecture are Branded House, House of Brands and Endorsed Brand. 12 min read So it comes down to Model 4 and Model Y.. It would be equally silly to believe they could all be marketed in the same way. Youll want to have broad agreement on what the current brand architecture looks like (which is often harder than it sounds) before you start deciding on how to add new things to it. The following are some factors to consider. Creating brand architecture can be a long process, especially when you have multiple internal stakeholders that need to approve changes. Is a brand the sub-brand of a parent brand? Enter your business email. Some of GMs sub-brands include Chevrolet, GMC, Cadillac, Buick, and OnStar. Lets continue our Kimberly-Clarke example. There are multiple types of brand architecture approaches, each with its own benefits and drawbacks. You can find some of our other posts related to branding and marketing below! Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences. A free set of tools designed to make features of a DAM platform available to everyone. As is the case with the House of Brands structure, endorsed brands have their own identities. It might be the original brand, or it might be from a parent company that took over a brand. Use Createlys easy online diagram editor to edit this diagram, collaborate with others and export results to multiple image formats. Architecture Diagram. Though Googles parent company rebranded to Alphabet in 2015, most customers still see it as Google and its forays into different sectors can confuse the messaging. Elon thinks that idea sucks. Step 1: Analyze your system. Companies who follow this structure may choose to apply some of the master brands architecture to the newly acquired brand. Check out our. You can also automate the viewability of drafts and assets within and outside your DAM platform for full digital rights management control. If the house of brands and the branded house are opposites, the endorsed brand falls somewhere in between. Reduce cost to serve. What you want to do is combine all these seemingly disparate stories and allow them to tell one overarching story that speaks to your audience on a deeper level. They usually contain the master brands name but will show their distinction with their full title. The AWS Architecture Diagram framework has five pillars that describe the key concepts, design principles, and best practices for designing and running workloads in the Amazon cloud. They should suggest which brand a product should be rebranded too, or if a new brand needs to be created. Which brand architecture is the perfect fit for your business? This, of course, presents many opportunities for cross-selling. It is usually visible as a logo on all products and services being provided to customers, and it will usually be the name of the company. The only thing definitive I could say is that alcohol brands should be separate from non-alcoholic beverages because there is such a different set of customer expectations. Join us in-person for the 2023 X4 Experience Management Summit. Your email address will not be published. Drive loyalty and revenue with world-class experiences at every step, with world-class brand, customer, employee, and product experiences. You can restrict access to legacy logos, share pieces only with the people who need to see them and keep a record of all feedback. Brand architecture is the structure of a brand, often illustrated with a diagram, that helps to explain the relationships between a companys master brand, sub-brands, products, and They make tissue paper, toilet paper, paper towels, diapers, pads, tampons, liners, and incontinence guards. Required fields are marked *. A sub-brand adds to a parent brands name but differentiates it, so customers know to expect something different. Building a house of brands is an effective way to expand but without a solid brand architecture and a deep understanding of the relationships therein, it can be difficult to make the right choices. Enter your business email. Brands under the house of brands model are rogue brands because they can have their own audiences, marketing strategies and brand identities. Understanding the organization of brands by looking at the brand architecture diagrams of various companies. Brand architecture starts to assemble the names in such a way to reflect the promise. For example,Lays,Doritos, andRufflesshould be adjacent inPepsicos brand architecture diagram because they are all flavored potato chips. Clear (and consistent) brand positioning, 4. Youll probably gather some interesting insights and a better understanding of how your brand is being represented. The relationships between all of these brands need to be defined. Brand management requires effective data collection and analysis, with insights that can help to develop a brand architecture strategy that serves the best needs of customers and the company. If two brands are in a similar market, then they should be beside each other. It provides a framework for how the brands within your portfolio will relate to and differentiate from each other. If both the master brand and its new sub-brand sell well-known products or services, its unideal to force them to adopt new brand identities. Improve productivity. Brand architecture can be distilled and defined as: The structure of brands within an organisational entity Think of brand architecture as the organisational chart of brands. There will always be one node at the top of the diagram (the corporation), and brands will branch off from there, and there This is helpful for streamlining the often complex review and approval process that occurs when dealing with multiple intersecting brands. Brand Archetypes Wheel. Long story short, when it came to the new Model E, Ford threatened to sue because they had applied earlier for a trademark on that name. A hybrid brand combines two or more branding structures into one unified brand. Decrease time to market. The main issue with having one endorsing brand is that all the brands are at risk of reputational damage if there is a PR crisis, financial issue, or other public problem. Brand extensions are also known as sub-brands or in some instances, sister brands or endorsed brands. Now, nearly every business person will agree that the parent companys name should have little to no impact on what brand to market a product under. It provides a road map for brand identity development and design, and reminds consumers of the value proposition for the entire brand family. Use this version to share around the company in most cases. For more information on brand promises, examples, and steps on how to write your own, check out our article. They typically share values with the master brand. A master brand is the name applied to a group of brands overall. Contact Oasis Builders if you need a quality renovation. For more information on brand promises, examples, and steps on how to write your own, check out our article. A digital asset management (DAM) platform is a tool that makes it possible for companies to organize, distribute, collaborate on and securely store all types of digital files for all of their brands. Well also clearly define all of the different brand architecture models as well as answer your most common questions. A pluralistic brand architecture enables corporations to spin out, sell, or trade brands because they arent linked to the parent companys brand. Improve the entire student and staff experience. And when it comes to crafting impactful content, knowing what your brand needs to say is the first step. There are several key benefits of having a current brand architecture diagram when beginning a product naming project. Using this strategy puts you in a good position to leverage the right offer (in the P&G example this means supplies to help you get ready for the day) at the right time (as you advertise other beauty supplies that share the same goal) and within the right context (a routine everyone is familiar with). A companys brand architecture diagram will look like a family tree. In the Procter & Gamble example, products such as shampoo and toothpaste form a complete hygiene routine without being in competition with one another. Their brand architecture diversifies their companies and strengthens their connection with their customers. Brand architecture is the structure of a brand, often illustrated with a diagram, that helps to explain the relationships between a companys master brand, sub-brands, products, and These decisions are made by company executives and kept consistent by brand managers. Read our blog post on, to better understand the difference between the two.. Take action on insights. An architecture diagram is a visual representation of all the elements that make up part, or all, of a system. Join us in-person for the 2023 X4 Experience Management Summit. It is more than likely that this type of corporate brand is the result of the expansion of an existing brand over time. Usually, the master brand is the name of the company. by Colin Finkle | Jan 13, 2021 | Branding Definitions | 8 comments, What products should be marketed under what brands is a curious question. BMB talked about Lux when we discussed examples of line extensions. Each one of our resorts has a persona, states Sarah Moore, Senior Vice President of Marketing at MGM Resorts International, Benefits of a House of Brands Architecture. A message architecture summarizes a brands prioritized communication goals in a short list of attributes and phrases. It is likely to be more costly to provide different services and products under each brand, and the parent or umbrella brand doesnt offer assistance in terms of brand equity. The idea behind using brand archetypes is to anchor your brand against something iconic, something already embedded within the conscious and subconscious of humanity. BMB uses cookies to improve your experience. If there is little connection, customers will find it harder to believe the endorsement is genuine or useful to them. This style means all brands within the house are consistent in terms of look and feel, marketing messaging, and more. Tackle the hardest research challenges and deliver the results that matter with market research software for everyone from researchers to academics. It might be the original brand, or it might be from a parent company that took over a brand. : With 30+ brands in its portfolio, MGM Resorts houses some of the most well known resorts, casinos, and restaurants around the world. XM Scientists and advisory consultants with demonstrative experience in your industry, Technology consultants, engineers, and program architects with deep platform expertise, Client service specialists who are obsessed with seeing you succeed. It also has the Coca-Cola, Coke Zero, and Diet Coke sub-brands as well. Sub-brands acquired by master brands gain resources while potentially keeping their brand identity and brand equity, or gaining those of the master brand. Apple is the master brand for several sub-brands: Apple Music, Apple TV, iPhone, and more. Instead, invest in a platform that helps you organize and manage your digital assets. The sub-brand doesnt have to be built from the ground up. Outlining your brand architecture can help you to: Perhaps the most useful part of establishing a brand architecture is generatingbrand equity. Without proper brand architecture in place, you run the risk of losing important knowledge or assets. There are multiple types of brand architecture approaches, each with its own benefits and drawbacks. Acquire new customers. Why Every Brand Needs a Clear Brand Architecture, : A clear Brand Architecture helps consumers understand why brands are connected the way they are. Design experiences tailored to your citizens, constituents, internal customers and employees. Effective brand architecture includes an integrated system of names, Read our complete guide with brand architecture examples and strategies. What is brand architecture? Brand architecture is the structure of a brand, often illustrated with a diagram, that helps to explain the relationships between a companys master brand, sub-brands, products, and service lines. Companies are never strictly a house of brands or a branded house. Instead, a combination of both. 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