Bringing a new level of evolution
House of brands
Frequently asked questions
To help you make the most-informed decision, here are common
questions customers ask us. More questions? Scroll down,
fill out the form, and just ask.
Brand architecture is defined as the logical, strategic and relational structure for all brands in the portfolio. A key concept of brand architecture strategy is that customers relate to brands at different levels — for example, a corporate (or master brand), endorsed brands, product brands and product descriptors.
The purpose of brand architecture is to establishing the 'rules' that ensure brand names fit together in one coherent offering. A well-constructed brand architecture helps a company optimize its marketing efficiency and performance. Everyone has heard of the 'branded house' and 'house of brands' strategies.
The hybrid brand architecture is a mixture of two or more brand architectures: masterbrand, sub-brand, endorser brand and freestanding brand. It is typically used when a firm is changing brand architectures, or acquiring existing brands through mergers or acquisitions.
In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another.
Brand equity and brand value are measures that estimate how much a brand is worth. The difference between the two is that brand value refers to the financial asset that the company records on its balance sheet, while brand equity refers to the importance of the brand to a customer of the company.