What Is Brand Architecture?
Simply put, brand architecture strategy, also known as brand portfolio strategy, is a system of structuring brand offerings to ensure optimal value over time:
- From an external perspective, it ensures that target audiences understand the breadth and depth of the value you offer them.
- From an internal perspective, it assigns relative values to different divisions and offerings based on customer associations.
What Are The Benefits Of A Sound Brand Architecture Strategy?
Brand architecture strategy will help you:
- Manage the strategic aims of your brand to more effectively support business objectives.
- Be designed from the outside in, organizing what you do in a way that your stakeholders will understand.
- Work within your organizational structure, not necessarily mirror your structure.
- Extend and transfer equity appropriately between the brands in your portfolio.
- Decide in adding or eliminating brands based on their level of value.
- Generate efficiencies in marketing and sales.
- Communicate the relationships between what you do, how you do it and your value propositions.
It’s important to remember that leading global brands have a strong brand strategy founded on the uniqueness of each product or service and a well-defined brand architecture that provides clarity, leveraged brand equity and makes a meaningful connection with customers and stakeholders.