Brand Architecture Agency

What is brand architecture?

Brand architecture is the strategic organisation of a company’s brands, products, and services within a structured hierarchy. It defines the relationships between a parent brand and its sub-brands, subsidiaries, or products, clarifying how each brand interacts and supports the overall brand family.

Common brand architecture models include monolithic (or “branded house”), where a single brand name covers all products and services (e.g., Google with Google Maps, Google Drive); endorsed (e.g., Marriott’s various hotel lines like Courtyard by Marriott); and house of brands (e.g., Procter & Gamble with individual brands like Tide and Gillette). A well-thought-out brand architecture helps ensure that each brand entity within the company complements and enhances the others, while giving clarity to customers on what each sub-brand or product represents.

The importance of clarity

A clear brand architecture benefits companies by improving customer understanding, streamlining brand management, and enhancing market flexibility. For customers, a structured brand hierarchy reduces confusion, making it easier to navigate offerings and understand the purpose or value of each product or sub-brand.

Internally, it allows companies to allocate resources more effectively by giving distinct roles to each brand and avoiding inefficiencies. Additionally, a well-structured brand architecture can support growth and innovation. Offerings can be introduced or taken away under existing brands or as new sub-brands without diluting the main brand identity. This clarity and cohesion in branding creates a stronger, more adaptable brand ecosystem that can adapt to market changes and customer needs with ease.