What is brand architecture and how company implement it?

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Brand architecture refers to the brand strategy and organization of a company’s division. It explains how the various resources of the company interact and complement each other. There are different types of brand architecture.


1-Brand House:

This architecture reflects a strong master brand that spans across different product or service lines. Examples include Google (with features such as Gmail and Maps) and Virgin (including airlines, music and mobile).

2-House of Brands:

This is where the company maintains different separate brands for different products or services. Procter & Gamble (with brands such as Pampers, Tide and Gillette) and Unilever (with Dove, AXE and Lipton) are examples of this architecture.

3-Hybrid: Some companies blend brand house with elements of the brand house, creating a blended or hybrid system. For example, GE has specific products such as GE Aviation and GE Healthcare but also uses the ubiquitous GE brand.

Implementing brand architecture requires planning and execution:


Understand the current portfolio of brands, their strengths, weaknesses and market position. Check their alignment with the company’s overall objectives.

Define the process:

The brand architecture type you want Consider factors such as market segmentation, target audience, and brand synergies.

1-Market Segmentation:

This involves segmenting the broad target market into subgroups of customers with similar needs, characteristics, or behaviors. Classification helps tailor marketing strategies to specific groups rather than a one-size-fits-all strategy. They can be based on demographics (age, gender, income), psychosocial skills (lifestyles, values), behaviors (consumption, loyalty), or geographic areas. For example, a skin care company might segment its market into different age groups (teens, young adults, and mature people)

2-Target Audience:

After segmentation, the target audience is determined. This is a specific group of individuals or consumers in a segmented market that a brand aims to reach with its products or services. Understanding the target audience requires a comprehensive consumer persona including demographic, psychographic and behavioral characteristics. For example, a luxury car manufacturer can target successful professionals in their 30s and 50s who value work and prestige.

3-Brand synergy:

Brand synergy refers to the combined strength that occurs when two or more brands work together, complement each other and create a greater impact than they would individually. In the context of brand architecture, there can be synergies between brands in the portfolio. For example, if a company has a strong main brand and several sub-brands, the positive association and reputation of the main brand can elevate the sub-brands. Synergy can also occur through partnerships and collaborations between brands to capitalize on each other’s strengths. For example, a fashion brand partnering with a tech company to create a limited edition product can create a collaboration that appeals to fashion-conscious, tech-savvy consumers.

Brand rationalization:

Make the portfolio more efficient by merging, eliminating, or repositioning brands to reduce complexity and strengthen the overall brand strategy.

Communication and integration:

Clearly communicate internal and external changes. Ensure employees understand the new architecture and its implications. Align marketing efforts to reflect the chosen strategy.

Improvement and maintenance:

Maintain consistency in branding elements, messaging, and customer experience across brands within the architecture. Regularly review and adjust architecture as needed to adapt to market changes.


In conclusion, the complex elements of brand strategy, including market segmentation, target audience and brand communication, highlight today’s business dynamics Market segmentation enables companies to grind customer situations for tailored strategies that are more aligned with specific customer segments by identifying specific target audiences Brands are able to create persuasive content and offers that better align with customers’ desires, behaviors and preferences

Additionally, strategic partnerships, whether across portfolios or through joint ventures, enhance brand impact and resonance Leveraging individual brand strengths or alliances enables companies to synergize worth more than the sum of their parts, thereby giving brand loyalty and market reputation and feeding them

Ultimately, brand success depends on its ability to navigate these aspects in an integrated manner, implementing a well-defined brand strategy aligned with business objectives and customer needs Understanding and effectively implementing market segmentation , defining a clear target audience, and establishing brand synergies that will allow them to quit, and maintain relevance in an ever-evolving market

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