Brand architecture
Brand architecture refers to the organization and structure of your brand portfolio, including how your brands/products/platforms relate to one another. By adopting a clear brand architecture, you can ensure that your brands are properly aligned while critically differentiated.
How you can benefit from a strategic brand architecture
Efficient use of resources
A well-defined brand hierarchy helps organizations to allocate their resources more effectively and efficiently, enabling them to prioritize efforts and resources on the most important aspects of the brand.
Improved customer experience
Brands that have a clear hierarchy can help customers find the products or services they need with greater ease, improving the overall customer experience.
Increased brand recognition
By creating a brand hierarchy, businesses can establish a consistent brand image across their products and services, making them easier to recognize and remember.
Enhanced brand equity
A strong brand hierarchy can increase brand equity by creating higher levels of perceived quality, credibility, and trustworthiness.
Increased pricing power
A well-crafted brand hierarchy strategy can provide businesses with more pricing power, allowing them to charge higher prices for premium products while maintaining lower prices for less expensive items within their portfolio.
Simplified product development
By defining a brand hierarchy, companies can streamline their product development process, allowing them to focus on key product categories and deliver products that meet customer needs.
What to expect
Developing brand hierarchy is a strategic process that involves organizing different products and services that share the same brand name into a clear and structured hierarchy. This hierarchy helps the customers to understand the relationship and connection between different products and services offered by the brand.
The process typically begins with identifying the parent brand and its core values, attributes, and products. The next step is to establish sub-brands or product categories that align with the parent brand's values and meet specific customer needs. The product categories can include brand extensions, line extensions, and brand variants.
Once the sub-brands are identified, their positioning and communication strategies are developed. The hierarchy is then organized into an easily understandable structure, such as a chart or diagram. The brand hierarchy should be flexible enough to accommodate changes in business strategy and market conditions.
The key to a successful brand hierarchy is consistency and clarity. All sub-brands should be linked to the core values and persona of the parent brand and should communicate a consistent message to customers. Overall, the development of a brand hierarchy requires careful planning, research, and analysis to ensure that it meets the brand's objectives and resonates with customers.
