If you’re new to the world of branding, the complex terminology might seem overwhelming at first. Sooner or later, you’ll meet the concept of “brand architecture.” Here’s a guide that explains what brand architecture is, how you can use it, and gives a few examples of successful brand architecture.
So what exactly is brand architecture?
Brand architecture is the strategic framework that defines the relationship between a parent brand and its sub-brands, products, or services. It ensures clarity, consistency, and efficiency in how a company presents itself to its audience, helping businesses manage their brand portfolio effectively.
A well-structured brand architecture facilitates growth, diversification, and customer trust by making it easier for audiences to understand and engage with a brand’s offerings.
Key Questions That Brand Architecture Helps Answer
What is your overall branding approach? Do you have a master brand, sub-brands, endorsed brands, or stand-alone brands?
Where does each brand sit within the structure?
How does each level of your brand architecture interact with and impact others?
How do your branding levels relate to each other in terms of messaging and positioning?
Which master brands establish the guidelines for creating sub-brands?
Which brand identities are dominant, and which ones are secondary?
What types of brand names does your organisation use—coined, associative, descriptive, or generic?
How do you feature each brand across different mediums (business cards, websites, signage, marketing collateral, etc.)?
Having clear answers to these questions ensures that your brand architecture is well-defined and effectively structured.
Types of Brand Architecture
Branded House (Monolithic Brand)
A single master brand governs all products and services under one name and identity, creating a strong, unified presence.
All offerings benefit from the equity and recognition of the parent brand, making marketing efforts more efficient and cost-effective.
Example: FedEx (FedEx Express, FedEx Ground, FedEx Freight) ensures a unified brand experience across its services. Google follows a similar model with Google Search, Google Drive, and Google Maps, all reinforcing its master brand.
House of Brands (Independent Brands)
The parent company owns multiple distinct brands, each with its own identity, positioning, and customer base.
This model allows each brand to have unique marketing strategies, target audiences, and value propositions without being tied to the reputation of the parent company.
Example: Procter & Gamble (P&G) owns Pampers, Tide, and Gillette, each operating independently in the market. Unilever follows this model with brands like Dove, Axe, and Ben & Jerry’s.
Endorsed Brands
Sub-brands have their own identities but leverage the credibility of the parent brand through endorsement.
The parent brand provides a level of trust and assurance while allowing sub-brands to develop their own market presence.
Example: Nestlé KitKat—KitKat retains its unique brand, but the Nestlé name reinforces trust. Marriott endorses various brands like Courtyard by Marriott and Residence Inn by Marriott, helping consumers associate them with quality.
Hybrid Brand Architecture
A combination of multiple models, used by large corporations managing complex portfolios.
Hybrid architectures are often seen in companies that have undergone acquisitions or operate in diverse industries, balancing master brand influence with independent brand flexibility.
Example: Marriott uses a hybrid approach, with brands like Ritz-Carlton (independent identity) and Marriott Hotels (endorsed). Microsoft also applies this model, with sub-brands like Xbox (more independent) and Microsoft 365 (closely tied to the master brand).
The Biggest Benefits of Having an Organised Brand Architecture
Control Over Brand Image – A clear structure ensures consistency across all touchpoints and business areas.
Stronger Brand Recognition – Customers can easily relate products to a parent brand, strengthening brand equity.
Guidance for Future Growth – A well-defined architecture supports product development and expansion efforts.
Optimised Marketing Efficiency – A structured approach enables better resource allocation across brands.
Increased Trust and Loyalty – Customers develop trust in a brand that maintains a consistent and recognisable identity.
Developing a clear brand architecture is essential, especially when handling multiple sub-brands. A successful architecture helps customers recognise and connect with a brand’s logo, visual identity, and messaging—leading to stronger brand recognition and long-term success.
Brand Portfolio Strategy: Managing Multiple Brands
A well-defined brand portfolio strategy ensures that each brand in a company’s ecosystem serves a clear purpose without causing confusion or unnecessary competition within the market. Key considerations include:
Market Segmentation – Ensuring different brands cater to specific customer needs and demographics.
Brand Positioning – Defining clear differentiation to prevent overlap or internal competition.
Resource Allocation – Managing investment and marketing budgets efficiently across multiple brands.
Growth Planning – Structuring the portfolio to enable scalable expansion, whether through acquisitions or new brand launches
For businesses with multiple brands, having a clear brand architecture strategy is critical to maintaining relevance, consistency, and a strong market presence. Learn more about our brand architecture consultancy.
Brand Architecture in Mergers & Acquisitions (M&A)
One of the most critical applications of brand architecture is during mergers and acquisitions (M&A). When businesses acquire new brands or merge operations, defining a cohesive brand strategy is crucial. Key decisions include:
Retaining vs. Retiring Brands – Should the acquired brand remain separate, be rebranded, or integrated into the existing portfolio?
Brand Equity Evaluation – Understanding the value and recognition of acquired brands before making structural changes.
Customer & Market Alignment – Ensuring that any changes to brand structure maintain clarity and trust with customers.
Operational Efficiency – Streamlining branding efforts post-merger to avoid confusion and redundancy.
An effective brand architecture strategy during M&A can prevent loss of brand equity and ensure a smooth transition for stakeholders. Find out how we can support your brand architecture requirements.
Whether scaling a business, managing multiple brands, or navigating a merger, a well-structured brand architecture is essential for clarity, efficiency, and long-term success. It aligns brand strategy with business objectives, ensuring every brand within the portfolio serves a distinct and strategic role. At Brandality, we help businesses define, refine, and optimise their brand architecture for sustainable growth. Get in touch to discover how we can help.
Adam Arnold
Founder & Chief Brand Consultant at Brandality
