Project types
Brand architecture is essential to ensure that all of a company’s brands, products, or sub-brands operate cohesively and complementary, while maintaining clarity for consumers.
It can be structured in different ways, depending on the company’s strategic objectives. There are generally three main types of brand architecture:
Monolithic architecture (or umbrella brand): Here, the main brand dominates and all products or services are associated with this same brand, with little distinction. Example: Apple which groups all its products under its name (iPhone, MacBook, etc.).
Endorsed architecture: Sub-brands benefit from the notoriety of the main brand, but they retain a certain identity of their own. Example: Nike with its sub-brands like Nike Air or Nike Pro.
Independent architecture (or portfolio brand): Each brand has its own identity, and they are not necessarily perceived as part of the same whole. Example: Procter & Gamble, with brands like Tide, Gillette, and Pampers, which are quite distinct from each other.
A brand architecture is the logical organization of a set of brands belonging to the same entity: with a hierarchical structure, a role for each and a relationship between them. This organization must be translated graphically to be perceived and understood by the entity’s audiences.
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