Brand Architecture

07 Jun 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);
and

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.