Brand Architecture Strategy and Why Your Business Needs It
If your brand has a plethora of products and services in the market, you might end up confusing your consumer in terms of decision-making. There are several companies today that have acquired other brands under its parent name, with each brand having its own positioning and appeal to the consumers. A confused consumer will hinder your sales drastically. In order to keep things simple and integrate a strategy that clearly defines the relational and strategic structure for all the brands under one name and relate to the customer’s preference, awareness and the brand’s influence, marketers have started optimizing Brand Architecture Strategy. What is Brand Architecture Strategy? Brand Architecture is the strategic method of organizing all the sub-brands under a larger brand, or also called as the main brand. It shows the relation between them both and shows how a business organizes and manages its brands in the market. According to Wikipedia, “The brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong.” It helps you as a corporate brand to understand whether you want to create separate identities for every sub-brand, or define a structured relationship between all of them, by specifying the roles of the brands and their respective nature. Brand Architecture has become one of the most essential components for any brand while making their brand strategy. It displays a clear relation between the main brand (Parent Company) and the sub-brands within it and the differentiation between them. It defines every brand’s logo and colors distinctly, defining how they work together, enhancing the consumer’s understanding of it and increasing their interactivity with a brand. Having a brand’s building plan is important as it helps you map the consumer’s decisions, and the reasoning behind it, which is