TYPES OF BRAND ARCHITECTURE

Jän Paul Ostendorf Brand Strategist 937.461.6560 www.forgeideas.com

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

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

Do not use. or otherwise disclose this information in any manner without written permission from FORGE LLC. 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. copy. it legitimizes the product. the weight of legitimacy falls on the product. distribute. OH 45402 © 2011 All rights reserved. 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. . FORGE LLC. FORGING BR ANDS 411 E FFITH STREET. The masterbrand can be strong or weak: Strong. B2B marketer that rely on a solutions-based umbrella. High-tech. DAY TON.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.

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

B2B marketer that rely on a solutions-based umbrella. the weight of legitimacy falls on the product.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. OH 45402 © 2011 All rights reserved. copy. it legitimizes the product. FORGING BR ANDS 411 E FFITH STREET. . Contains material that is confidential and proprietary in nature. Weak. FORGE LLC. Do not use. distribute. The masterbrand can be strong or weak: Strong. 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. DAY TON. or otherwise disclose this information in any manner without written permission from FORGE LLC. High-tech. 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.

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