What is the brand architecture?
The brand architecture describes the way in which companies are structured and relate to each other. The company may have one brand that appears on all its products, can have brands that are used and subjected to the main brand, or may have an individual brand for each product in its product line. Brand architecture is an important concept because it affects the way society and its brands perceive consumers.
If the company has one brand that appears on all its products, it is known as a corporate brand. Sometimes the company brand is also called a family or umbrella brand. The company brand identifies the company as the manufacturer of each product in its range. The company uses the same brand and the same logo on all its products and it is clear to consumers that the products produced by the company.
Some companies will use a company brand on all their products and other brands for each individual product. YouThe individual brands are known as sub-brands. The product name includes both the company brand and the sub-brand, so the product is connected to the consumer's mind. The sub-znučka is sometimes called the approved brand.
In the case of individual products, each product in the product line has its own brand identity. The name of companies is not used in the product name. Proctor & Gamble ™ uses this strategy, branded products such as Crest®, toothpaste and JIF® peanut butter without provoking the company's name at all. The consumer may not be aware of the identity of the parent company behind these brands.
Selection, which type of brand architecture is a critical decision for the company. The use of a company brand makes it easier to present new products to consumers who are already familiar with the company and can trigger more consumer loyalty. Accepting an individual strategy BRAnding is launching new brands into the company's product mix in the event that another company is acquired, and makes it easier to integrate new products that are out of the scope of its main business. The partial brand strategy bridges the gap between the company brand and the individual brand. The selection of brand architecture will not change easily, so companies must carefully consider the advantages and disadvantages of every option.