Brand Architecture

Presented by Yogesh Girgirwar

Brand Architecture

 In the field of brand management, brand architecture is the structure of brands within

an organizational entity.

 Brand architecture is an organized structure of the company’s portfolio of brands, sub-

brands, and other offerings.

  It shows how the brands, sub-brands and other offerings of the company are
organized and how they relate to each other.

 Brand architecture refers to the hierarchy of brands within a single company.

Brand Architecture-
Types-

 Branded House
 House of Brands
 Endorsed Brands
 Sub-Brand
Branded House-
 Branded house, also known as monolithic brand
architecture, is the most common type of brand extension
where the master brand is always present and its name is
linked to and leveraged by the extensions.
 In simple terms, the company itself is a brand and all the
products and services are its extensions or subsets.
 Monolithic architecture (or branded house) is
characterized by a strong, single master brand.
 All brands bear the parent brand's name - it's always visible.
 Famous brands that use monolithic brand architecture:
 Google — Google Maps, Gmail, Google Drive
 FedEx — FedEx Express, Ground, Fright Etc.
House of Brands-
 The house of brands also called pluralistic brand architecture
strategy, uses a different approach than the branded house. In this
brand architecture strategy, the parent brand owns and manages
many sub-brands who in-turn have their own unique brand
identity.
 Pluralistic brand architecture (or house of brands) is characterized
by a series of unrelated brands.
 The name of the parent is invisible, new brands are developed.
 This program doesn’t rely on the master brand at all, but instead
each sub-brand gets its own image.
 An example of the house of brands strategy is P&G which is the
parent brand behind Tide, Duracell, Pampers, Pringles, etc.
 Unilever is a perfect example of a brand with a House of Brands
Architecture.
Endorsed Brands-
 Endorsed architecture is characterized by marketing synergy between
the product or division, and the parent.
 An endorsed architecture includes individual and distinct brands which are
linked together by an endorsing parent brand.
 the offerings have their own brand identity and market presence but the
emphasis is given on the parent corporate brand which lends its positioning
to the sub-brand.
 Marriott is an example of a Endorsed brand structure where some brand
extensions feature the parent name, while others do not. 
 For example Kit-Kat, Milo and Nesquik are all under the Nestle parent brand
but you have to look that little bit closer to notice that Nestle logo at the top
of all of these items.
Sub-Brand-

 A sub-brand is a unique name that is associated with a

parent brand. The sub-brand always appears in the context
of the parent brand. 
Thank you!