Branding for a small business is easy to manage compared to when it grows. With development, new brands emerge to manage and it is necessary to organize them for better management.
This is how the need to create a strategy to project and organize the corporation’s portfolio of brands, products or services arises. This is where brand architecture emerges to meet this need.
In this post you will learn what brand architecture is, its advantages and importance in a marketing strategy , as well as the models that exist, together with some practical examples that will allow you to understand them better.
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What is brand architecture?
It is the set of strategies through malaysia telegram data which a company designs, projects and builds its brand portfolio.
By using the term architecture, we want to express the importance of a harmonious and integrated construction, emphasizing the coherence between the company’s objectives and the expectations of its ideal public or buyer persona .
In this way, it is possible to solidly build a better branding strategy.
What are the benefits of brand architecture?
Brand architecture is important because brand-reinforcement-and-recognition-in it allows you to organize and unify all products , services or secondary brands to facilitate their management.
By using it, the brand portfolio is structured in a coherent manner and, in this way, the public is not confused.
When developing brand architecture we can find the following advantages:
1. Optimize marketing costs
With well-connected brands, it is possible cmb directory to create much more efficient marketing strategies.
In addition, brand architecture facilitates the implementation and development of corporate marketing strategies, thus optimizing costs.
2. Maximize brand visibility
Brand architecture enables the parent brand to collaborate with the visibility of secondary brands.
3. It gives more value to brands
A brand can pass on its authority to its sub-brands, just as more valuable sub-brands can also pass on their authority to other sub-brands.
4. Collaborate with business growth
When a company decides to create a new brand, it is already born with greater support, giving consumers more confidence .
5. Prevents potential conceptual conflicts between brands
By creating a brand architecture, it will contain the values of the business , allowing the construction of coherent strategies. This will avoid any conceptual conflict between secondary brands.
6. Facilitates cross-selling
A consumer who is satisfied with a brand is more likely to consume other products or services from the same group. For this reason, brand architecture facilitates cross-selling , optimizing business.
Brand architecture is important because it allows you to organize and unify all products, services or secondary brands to facilitate their management.
By using it, the brand portfolio is structured in a coherent manner and, in this way, the public is not confused.
What are the types of brand architecture?
There are four types or models of brand architecture. The choice will depend primarily on the characteristics of the products or services, the resources available and the strategic objectives of the organization.
1. Monolithic model
The monolithic model, also known as Brand of the House, is one that is based on the main brand.
This model uses a single brand, both at the corporate and commercial level, for all its products, services or secondary brands.
As an example we can mention Google, which uses the main brand for its other products :
- Google Chrome,
- Google Analytics ,
- Google Maps,
- Google Adwords ,
- Google My Business ,
- etc
Here is an example from the giant company founded by Sergei Brin and Larry Page , in which all the secondary brands preserve visual and linguistic elements linked to Google.