Brand Architecture

Brand Architecture

How an organisation structures and names the brands within its portfolio is known as Brand Architecture.

There are three main types of brand architecture systems:

Monolithic where the corporate name is used on all products and services offered by the company (for example Google, Heinz);

Endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement (for example [Sony] Playstation);

Freestanding where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market (for example [Procter and Gamble’s] Pampers).

For more information on developing a brand or to discuss a branding project in Gloucestershire, Worcestershire, Herefordshire contact Paul Holden on 07870 737450.

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