Brand Architecture: Association Branding
February 28, 20188 min
With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.
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Brand Architecture - Page 4 of 13 - Branding Strategy Insider
By definition brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Two shorthand terms are often used to describe how an organization manages its brand architecture: 1. “Branded house” implies that most or all products and services provided by that organization primarily bear the organization’s brand name. FedEx, Google, Coca-Cola and Virgin for example. 2. “House of brands” implies that the organization’s products and services bear a wide variety of brand names as opposed to the organization’s brand name. The Kraft Heinz Company, General Motors, Pepsico and Procter & Gamble for example.
Brand Naming Options In Brand Architecture Design
February 7, 20184 min
A brand name helps customers identify what the brand is and how it is different from other brands.
3 Considerations For Brand Architecture Design
January 17, 20187 min
When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.
Brand Architecture And The Parent Brand Threat
June 2, 20177 min
One of the great transformational experiences of my lifetime has been drinking beer in American bars.
Should Your Brand(s) Consolidate?
February 27, 20174 min
There’s an interesting polarization going on right now in terms of brand size.