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);
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.