BRAND ARCHITECTURE BLOG 20221104 Motto Rotterdam0251 1

In today’s highly competitive business landscape, the importance of a strong and well-structured brand cannot be overstated. Brand architecture is a fundamental concept that plays a pivotal role in defining how a brand presents itself to the world. 

It’s crucial to understand the nuances of brand architecture and the various types of brand hierarchy. And so, we’re going to take a look at what brand architecture is, why it’s essential and the different types that exist. Let’s dive in.

What is brand architecture?

Brand architecture is the strategic organisation of a brand portfolio to optimise brand identity and perception. It involves a cohesive and structured framework for how a brand and its sub-brands, products or experiences relate to each other. This framework helps consumers and stakeholders to understand the brand’s offerings and their differences, fostering clarity and trust.

Why is brand architecture important?

1. Clarity
Brand architecture helps in creating a clear and consistent brand structure. It enables consumers to easily identify products, services or experiences within a brand portfolio.

2. Trust and credibility
A well-structured brand architecture enhances brand credibility. When consumers have a clear understanding of how different products or sub-brands relate, they are more likely to trust the brand as a whole. As well as the cross-sell of their products, services and experiences once that brand trust is created.

3. Efficiency 
Effective brand architecture can lead to cost savings and increased efficiency in marketing, as it ensures that resources are allocated strategically. 

4. Growth and flexibility
A well thought-out brand architecture allows for introduction of new products, services and experiences under the same brand umbrella whilst maintaining the integrity of the brand.

Types of brand hierarchy

There are several types of brand hierarchy structures that can build a brand architecture framework. Each are suited to different business strategies as well as their product/service/experience mix. Here are the most common ones:


1. Branded House

In a branded house architecture, the corporate or master brand is prominent, and all products or sub-brands carry the corporate brands name. This approach fosters a strong brand connection between the sub-brands and the master brand, building brand equity and trust.


2. House of Brands

In contrast to the branded house, a house of brands architecture features several distinct brands under a corporate umbrella. Each operates independently with its unique identity and strategy. 

BRAND ARCHITECTURE BLOG Jacksondaly Canopybyhilton 203 E1667998788697

3. Endorsed Brands

This structure combines elements of both the branded house and house of brands. The corporate brand provides endorsement and credibility to individual sub-brands.

BRAND ARCHITECTURE BLOG Coverfeat Cokerpet Portfolio Lineup1170x878

4. Hybrid Brand Architecture

In some case, businesses may choose a hybrid approach, combing elements of different architectures to suit their unique needs. This allows for flexibility while maintaining overall coherence. 

In summary

Brand architecture is a fundamental element of successful brand strategy, and as such mastering it is crucial as businesses continue to grow and diversify. A well-structured enhances clarity, trust and efficiency while facilitating brand growth and adaptability. By understanding the various types of brand hierarchy and choosing the most suitable structure for your brand, you can lay the foundation for long-term brand success in a competitive marketplace.

Whether you’re preparing to launch a new product, service or experience as part of your brand, or in need of a restructure and clarity, let’s talk about your brand strategy. 

Background 03