Designing and Implementing Brand

Architecture Strategies

Unit 5

Session 1
Brand Architecture
A brand is typically thought of as a promise to a customer –
Multiple Brands- Multiple promises
involves how a firm chooses to organise its brands, products and
services
shows us how the sub-brands of a larger whole are organized, and
how they all relate to each other
strategic and fundamental choice -Lane Keller
 Brand Architecture is defined as the degree of relationship that
should exist between brands within a company’s portfolio.
How does a company plan whether these should be related- what
should be the extent and form of these relationships- Brand
portfolio
Approaches to Brand Architechture
Segmentation approach – Create separate brands to
appeal to the needs of clearly defined segments with little
or no relationship between the brands ( House of Brands)
Proctor and Gamble, General Motors, Hindustan Lever-
now Unilever
Community approach-Based on core value propositions
Create a unique proposition for a set of defined customer
needs , then create other brands to fulfill related needs of
the same group, thereby building a continuing customer
engagement with that group ( Branded House)
Google, Apple, Facebook, Maruti
Major Types
Branded House
Fedex, Tata, Google, Apple,
Facebook,

House of Brands
Unilever, P&G, General Motors

Endorsed Brands -Hybrid approach

Marriot
Branded House or Community approach
House of Brands
Hybrid/ Endorsed
Hybrid ….
When is each approach applied
Branded House-consistent experience, minimizes
confusion, and builds equity for the corporate brand.

House of Brands: Large portfolio of diverse brands,

Each with its own market standing and defined
customer base- usually results through acquisitions

Endorsed/Hybrid : flexibility in naming and brand

building while retaining the benefits of parent brand
for select products
Some interesting Further
Readings
Course Brand Management
Your reading /watching list for the next 2
weeks
Branding in the age of social media
https://hbr.org/2016/03/branding-in-the-age-of-social-
media
https://www.youtube.com/watch?v=rRGvgXRCjv0
https://www.thegeniusworks.com/peter-fisk/about-you/
brands/
https://www.thegeniusworks.com/wp-content/uploads/
2015/10/The-Win-Win-Customer-Experience-Article-by-
Peter-Fisk-2015.pdf
Reimagining Your brand
https://www.youtube.com/watch?v=ou_RXdymu_c&f
eature=youtu.be
Customer Experience as competitive advantage
https://www.youtube.com/watch?v=yzn6A0_nRE8
2018 trends in Branding and consumer experience
https://www.youtube.com/watch?v=b16SDRPI6cE
Gamechanger Brands and Customer Experiences
https://www.youtube.com/watch?v=ou_RXdymu_c&fea
ture=youtu.be