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  • Brand Architecture

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    Nawal Muneeb
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    Brand architecture refers to how a company manages its portfolio of brands and products through establishing relationships between brands. There are different approaches like a branded house where all products are sold under a single brand name, or a house of brands where each product has its own brand name. Brand architecture helps companies decide whether to extend or "stretch" their brands to new products and markets in a way that avoids confusion and maintains coherence. Key considerations for brand extensions include ensuring the new elements are memorable, meaningful, likable, able to transfer the brand's values, adaptable over time, and able to be legally protected.

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    Brand architecture refers to how a company manages its portfolio of brands and products through establishing relationships between brands. There are different approaches like a branded house where all products are sold under a single brand name, or a house of brands where each product has its own brand name. Brand architecture helps companies decide whether to extend or "stretch" their brands to new products and markets in a way that avoids confusion and maintains coherence. Key considerations for brand extensions include ensuring the new elements are memorable, meaningful, likable, able to transfer the brand's values, adaptable over time, and able to be legally protected.

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    © All Rights Reserved
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    12 views7 pages

    Brand Architecture

    Uploaded by

    Nawal Muneeb
    Brand architecture refers to how a company manages its portfolio of brands and products through establishing relationships between brands. There are different approaches like a branded house where all products are sold under a single brand name, or a house of brands where each product has its own brand name. Brand architecture helps companies decide whether to extend or "stretch" their brands to new products and markets in a way that avoids confusion and maintains coherence. Key considerations for brand extensions include ensuring the new elements are memorable, meaningful, likable, able to transfer the brand's values, adaptable over time, and able to be legally protected.

    Copyright:

    © All Rights Reserved
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    of 7

    Brand Architecture

    THE COHERENCE AND BRAND CONFUSION


    Brand Architecture

    Branded House
    House of Brands/ Stand Alone
    Brands
    Endorsed
    Brand Architecture

    BA helps in Brand Stretch decision


    (Stretching is in fact Stretching Key
    benefits.)
    I Love your Cousin NOT you

    Due to aggressive
    communication, Sometimes
    Success of Sub Brand, and
    innovation over Shadows the
    major brand.
    There are 6 integral criteria for
    choosing your brand elements
    and Brand Extension:
    Memorability.
    Meaningfulness.
    Likability.
    Transferability.
    Adaptability.
    Protectability.

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