TYPES OF BRAND ARCHITECTURE

Jän Paul Ostendorf Brand Strategist 937.461.6560 www.forgeideas.com

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

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

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

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

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