TYPES OF BRAND ARCHITECTURE

Jän Paul Ostendorf Brand Strategist 937.461.6560 www.forgeideas.com

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

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

. Do not use. FORGE LLC. The masterbrand can be strong or weak: Strong. DAY TON. B2B marketer that rely on a solutions-based umbrella. distribute. FORGING BR ANDS 411 E FFITH STREET. it legitimizes the product. 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. CONS Possibility to extend the brand too far and not have a cohesive image or family. OH 45402 © 2011 All rights reserved. Need for a brand manager to monitor the variance between the sub-brands. the weight of legitimacy falls on the product. Weak. High-tech. Separate brand promises based on the product and audience’s needs. 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. copy.

Contains material that is confidential and proprietary in nature. CONS Possibility to extend the brand too far and not have a cohesive image or family. it legitimizes the product. Separate brand promises based on the product and audience’s needs. copy. 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. Do not use. the weight of legitimacy falls on the product. B2B marketer that rely on a solutions-based umbrella. FORGE LLC. distribute.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. Need for a brand manager to monitor the variance between the sub-brands. High-tech. DAY TON. . FORGING BR ANDS 411 E FFITH STREET. OH 45402 © 2011 All rights reserved. or otherwise disclose this information in any manner without written permission from FORGE LLC. The masterbrand can be strong or weak: Strong.

CONS Possibility to extend the brand too far and not have a cohesive image or family. Separate brand promises based on the product and audience’s needs. or otherwise disclose this information in any manner without written permission from FORGE LLC.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. distribute. The masterbrand can be strong or weak: Strong. High-tech. B2B marketer that rely on a solutions-based umbrella. it legitimizes the product. the weight of legitimacy falls on the product. 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. Need for a brand manager to monitor the variance between the sub-brands. Weak. OH 45402 © 2011 All rights reserved. copy. Do not use. . DAY TON. FORGING BR ANDS 411 E FFITH STREET. Contains material that is confidential and proprietary in nature.