TYPES OF BRAND ARCHITECTURE

Jän Paul Ostendorf Brand Strategist 937.461.6560 www.forgeideas.com

e. Toyota Not necessarily consumer-driven— more used by longexisting companies.” FORGE LLC. Tendency to extend the brand too far and too diverse—dilute the brand by trying to be everything to everyone. Do not use.g. distribute. or otherwise disclose this information in any manner without written permission from FORGE LLC. Brand has greater visability with less cost. . Contains material that is confidential and proprietary in nature. copy. Cross-selling is easier.g. EPSON 2240C. For smaller corps: when your product markets are similar. e. PRODUCTS When shelf appeal is not an issue or Products are similar in nature or Greater product turnover.BRAND ARCHITECTURE THE BRANDED HOUSE: CORPORATE-CENTRIC BRANDING APPLICABLE For large corps: Global corporations with strong brand recognition and equity. DAY TON. EPSON StylusPro PROS When the masterbrand is strong. Highly-focused companies with centralized brand management and budgets. OH 45402 © 2011 All rights reserved. the subbrands benefit from that strength. FORGING BR ANDS 411 E FFITH STREET. CONS When the masterbrand takes a hit so does all the sub-brands. Image has a possibility to become “vanilla.

can talk to a particular audience. PROS The individual brands stand on their own. FORGE LLC. Decentralized companies with strong yet diverse product recognition. FORGING BR ANDS 411 E FFITH STREET. speak for themselves. DAY TON.BRAND ARCHITECTURE THE HOUSE OF BRANDS: PRODUCT-CENTRIC BRANDING APPLICABLE Consumer retail companies marketing to the masses. OH 45402 © 2011 All rights reserved. Cross-selling more difficult. and have their own brand promise CONS Each product needs attention and dedicated cash flow to gain position. distribute. PRODUCTS When shelf appeal is is an issue or Products are different in nature and appeal to different audiences or Low product turnover or When a family look to the products is not a priority. Do not use. copy. Contains material that is confidential and proprietary in nature. . or otherwise disclose this information in any manner without written permission from FORGE LLC.

BRAND ARCHITECTURE HYBRID BRAND MODEL: TIERED BRANDING: EXAMPLE 1 APPLICABLE Companies that need to quickly adjust to market pressures and demographics yet have a strong or equity in the masterbrand. or otherwise disclose this information in any manner without written permission from FORGE LLC. . FORGING BR ANDS 411 E FFITH STREET. Do not use. CONS Possibility to extend the brand too far and not have a cohesive image or family. Contains material that is confidential and proprietary in nature. OH 45402 © 2011 All rights reserved. distribute. The masterbrand can be strong or weak: Strong. the weight of legitimacy falls on the product. Weak. PRODUCTS When shelf appeal is is still an issue or Products are similar in nature yet appeal to different audiences or May need the ability to be spun-off or sold or When a family look to the products is a priority PROS This model has the flexibility to both protect brand equity and speak to a different demographic or market in varying degrees. FORGE LLC. Separate brand promises based on the product and audience’s needs. it legitimizes the product. Need for a brand manager to monitor the variance between the sub-brands. DAY TON. B2B marketer that rely on a solutions-based umbrella. High-tech. copy.

High-tech. CONS Possibility to extend the brand too far and not have a cohesive image or family.BRAND ARCHITECTURE HYBRID BRAND MODEL: TIERED BRANDING: EXAMPLE 2 APPLICABLE Companies that need to quickly adjust to market pressures and demographics yet have a strong or equity in the masterbrand. DAY TON. Need for a brand manager to monitor the variance between the sub-brands. PRODUCTS When shelf appeal is is still an issue or Products are similar in nature yet appeal to different audiences or May need the ability to be spun-off or sold or When a family look to the products is a priority PROS This model has the flexibility to both protect brand equity and speak to a different demographic or market in varying degrees. Weak. Separate brand promises based on the product and audience’s needs. FORGING BR ANDS 411 E FFITH STREET. or otherwise disclose this information in any manner without written permission from FORGE LLC. Contains material that is confidential and proprietary in nature. . the weight of legitimacy falls on the product. Do not use. copy. OH 45402 © 2011 All rights reserved. B2B marketer that rely on a solutions-based umbrella. FORGE LLC. distribute. it legitimizes the product. The masterbrand can be strong or weak: Strong.

DAY TON. Need for a brand manager to monitor the variance between the sub-brands. Do not use. or otherwise disclose this information in any manner without written permission from FORGE LLC. PRODUCTS When shelf appeal is is still an issue or Products are similar in nature yet appeal to different audiences or May need the ability to be spun-off or sold or When a family look to the products is a priority PROS This model has the flexibility to both protect brand equity and speak to a different demographic or market in varying degrees. . it legitimizes the product. Separate brand promises based on the product and audience’s needs. OH 45402 © 2011 All rights reserved.BRAND ARCHITECTURE HYBRID BRAND MODEL: TIERED BRANDING: EXAMPLE 3 APPLICABLE Companies that need to quickly adjust to market pressures and demographics yet have a strong or equity in the masterbrand. High-tech. copy. The masterbrand can be strong or weak: Strong. FORGING BR ANDS 411 E FFITH STREET. B2B marketer that rely on a solutions-based umbrella. the weight of legitimacy falls on the product. CONS Possibility to extend the brand too far and not have a cohesive image or family. Contains material that is confidential and proprietary in nature. distribute. Weak. FORGE LLC.