Brand architecture

A review or consideration to brand architecture is necessary when there is more than one brand within a ‘portfolio’.

When working on your brand strategy, logo design and corporate identity, a clear hierarchy of the brands and where they sit within a portfolio is essential. It is used to ensure clarity, synergy and leverage across the brands. There are different types of brand architecture structures and it is important to know which one to use and why.

Branded house: With a branded house strategy, the sub-brands have a clear link to the master brand. The sub-brand doesn’t detract from the main brand. This builds a strong brand, both easily recognised and memorable.

House of brands: House of brands consist of various brands, each sub-brand is featured or promoted, rather than the company or corporate brand. Each sub-brand operates independently and obtain separate market share and profits. Hierarchies within are more complexed, and many House of brand businesses are consumer products or holding companies, which acquired brands, usually large global brands with established equity.

Endorsed brands: The endorsement of a parent brand is used to add credibility to the endorsed child brand. The parent plays a secondary role.

Hybrid: A Hybrid is a mix between a branded house and a house of brand strategy. This is when the major brand name of the company matches one of the products. This usually happens through time, when businesses expand their portfolio to include other products.

Freestanding: As it sounds, each brand is freestanding and independent from each other.

During our brand strategy and brand architecture process we discuss the pro’s and cons with each strategy and what is most suited for your business and brands within your portfolio. It will give you a clear system for introducing and maintaining your trademarks.

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