What Is Brand Architecture?

Brand architecture is to answer the two questions of how many brands a company needs and what the relationship between brands is. Brand architecture is not a very new concept, it runs through the company's entire marketing strategy. As we all know, a brand is an intangible asset. Without the effective use of assets, it is impossible to continue to add value. Many companies' brand strategies do not make effective use of their brand equity. In fact, if you improperly use your brand equity, sometimes it will cause a brand crisis. This phenomenon is particularly common in China now. Many domestic customers and advertisers extend their brand without restriction, which is very dangerous.

Brand architecture

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Brand architecture is to answer the two questions of how many brands a company needs and what the relationship between brands is. Brand architecture is not a very new concept, it runs through the company's entire marketing strategy. As we all know, a brand is an intangible asset. Without the effective use of assets, it is impossible to continue to add value. Many companies' brand strategies do not make effective use of their brand equity. In fact, if you improperly use your brand equity, sometimes it will cause a brand crisis. This phenomenon is particularly common in China now. Many domestic customers and advertisers extend their brand without restriction, which is very dangerous.

Chinese name

Brand architecture

Reputation

And it s all the thought and behavior of an enterprise

If you do very good advertising, you have a brand

There is a brand strategy behind the product strategy to integrate all

Brand is not only a popularity, but also a thought and behavior of an enterprise. In other words, communication alone may not be enough to become a brand. There is an old Chinese saying: we must not only listen to what they say, but also watch what they do. All companies themselves, when you want to build a brand, it doesn't mean that you do your advertising very well, it means that you have a brand. Instead, it should be exactly the same as what the advertisement says in all aspects of a company, a brand concept and a product line You just might be enough to become a brand. One thing we found from our research is that the existing business model of many customers is this: You have a business strategy, and then you want to create an experience for your customers and form a brand impression.

But in fact, the operating mode we see is: the business strategy itself focuses on products, and our brand owners invest heavily in all products and services. Of course, they accidentally advertise, use identification, and also manipulate sales channels. He has a business environment, even the company has the company's personnel system or its organization, but these things are independent, so you will find such a problem: it may do well in advertising, but its entire brand cannot be established.

In fact, a real brand company's operation mode is: behind the product strategy, there is a brand strategy to integrate everything, including your product, personnel system, advertising, public relations, and other brand-related behaviors. In this way we can say that we truly build our brand. In retrospect, the brand structure is based on how to structure the relationship with the communicator, its various departments, and your strategic alliance based on the perspective of the brand and then the organization as a whole.

The problems that companies often encounter are: First, the expansion of your organization increases your complexity . After expansion, we have multiple brands and products, but there are risks after the organization expands. If the company has more than a dozen branches in Beijing, Shanghai and around the country, how can I manage it? Of course, mergers and acquisitions, or mergers, are very popular now. How can you deal with brand issues after mergers? Second, why many companies often use a single brand , because multi-brands are very expensive for many business owners. Each product must be advertised, and each product must increase sales channels. And the market is changing very quickly. In our experience, the market has undergone a drastic change in 3-6 months, so how do we face this rapidly changing market? This requires us to improve the brand structure, to define and modify what is a group company, what is a subsidiary, what is the corporate department, what is the product line, and then play the overall comprehensive effect.

Basically, the brand architecture can describe independent individuals, that is, the relationship between group companies, products, products, and services; it can describe what an organization is doing, where it is, and what products or services it can provide; What kind of organization is it, an organization of home appliances or an organization that provides modernization of human life? It can reflect the needs and distribution of customer groups.

A brand company and its subsidiary, we call it organizational structure. The brand architecture we are talking about is from the perspective of marketization. There are three types of brand architecture:

Brand architecture

Procter & Gamble is a typical multi-brand company. In this brand structure, we can find that: you have a corporate brand, but you will never use a corporate brand to make a product. Each of its products is a separate brand. It uses a multi-brand strategy. In this picture, we can see that the communication objects of a corporate brand and a product brand are actually different. We saw a few brands on TV, and in fact, their communication was not very efficient. Because they are a corporate brand, and the real communication target of a corporate brand is government units and investors. Do nt use TV for propaganda work for these people. People will feel inexplicable when they see these brands. "Why say these words to me What about this? The reason is that advertisers don't distinguish corporate brands from product brands.

Brand Structure Endorsement Brand

When you talk about Nestlé in the world, you will think of nutrition, so when it develops all its brands, all the nutrition-related parts use the word "Nestlé". If it has nothing to do with nutrition but is related to food, for example, Nestle is in the condiment market. It uses the Michi brand for marketing. Nestle is the endorsement behind Michi.

Single brand

BMW, it is positioned as the best driving machine in the world, from its corporate side to the product side, no matter whether it is a motorcycle or even a bicycle, it always hangs the same brand. Of course, the motorcycles, bicycles, and cars it makes are at the tip of the triangle. We must know that a BMW bicycle is sometimes more expensive than a car. Plan identification architecture