The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there.
With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper.
Some of the different layers that can make up a brand include:
- Corporate brand
- Endorsed Brand
- Individual Product (or Service) Brand
- Ambassador Brands
- Piggyback Brands
- Parent/Child Brands
- Sibling Brands
- House of Brands
- Lifestyle Brands
- Aspiration Brands
Join Kevin and Amy as they dive into each one of these and talk about they can be put together to form the architecture of a brand. If you are looking to add a product or service to your line up and want it to have its own brand, this is the episode for you!
Don’t have an Archetype Yet?
Next Up: 31 – Your Brand and Covid 19