Brand architecture is:
“Deciding what you want to show as your face to the market and how to present your goods and services to your target audience.� Landor Associates
Multiple brand model
Pros: a favorite of strong brand managers in
Cons: Investors/sup[porters/donors
decentralised companies. Ability to market independent brands to address discrete audiences.
don始t always recognise the scope and value of the company.
Acquiring and divesting companies is relatively simple, with no loss of brand equity.
Cross-selling is much more difficult. Supporting many brands is expensive and time consuming.
Hybrid brand model
Pros: Market pressures, organisational dynamics and limited budgets often make a hybrid model more attractive. The advantages of a hybrid brand model are many, including: flexibility for acquisitions or spin-offs, protecting brand equity, providing branding options that are right for the target audiences – perhaps different for B2B than B2C. You can adopt a hybrid model with varying degrees of independence and flexibility.
Master brand model
Pros: creates a powerful single image. Marketing is more efficient; brand has greater visibility with less expense. Cross-selling and cooperation is easier. Works best if the business is highly focused with centralised brand management and budgets.
Cons: Your image may become plain vanilla. The one brand cant be everything to everyone. Acquisition targets may be reluctant to sell and have their brands disappear. Discontinuing acquired brands wipes out their heritage value. Ability to move into new businesses might be limited by the elasticity of your master brand.
Brand affects business performance
Brand Idea
Customer Experience
Brand Perception
Customer behaviour
Business Performance
Six Brand architecture issues:
1. The role of your corporate brand is unclear. Who does it speak to? How does it relate to brands you use in the marketplace? Should it apply to everything you sell? Should it be invisible to customers? 2. Your brands hide the true scope of your business. Do you find that supporters or investors do not recognise the scope of your company? Perhaps you are known for one thing and under-appreciated in other areas. Perhaps one of your product brands overshadows your corporate brand. 3. You have brands that overlap. Overlapping brands are when two or more different brands talk to similar audiences and have similar offerings. Do your brands compete for resources and cannibalise one another? What may seem like substantial product differences internally may be invisible to customers.
Six Brand architecture issues:
4. Your portfolio of brands is large and unwieldy. How many is too many? Is it difficult to bundle services and cross-sell? Are you spending too much supporting too many brands and earning too little in return? 5. You have a hodge-podge of brands from acquisitions. Does your company accumulate brands through acquisitions, like an athlete with a shelf full of trophies? Are these brands kept for sentimental or anecdotal reasons without a solid business case? 6. You are expanding into new areas but don始t think your existing brands can do the job. Perhaps your product innovations or market expansion is a radical departure from your current offerings. What kind of branding do you need to support your changing business? Creating new brands is very exciting, but is it always necessary?
Brand architecture should shine a spotlight on your strongest areas and help tell the story you want to your audience.
NSPCC core business: customer service/AAIS/Policy and Campaigns
Fundraising/ volunteers/ communities + Projects
schools
Professional services
Corporate
New CPC brand strategic
Brand?
Flagship
endorsed
Professionals/ business
NSPCC core business: S&D/AAIS/Campaigns/Customer service/Projects and Helpline
Fundraising/ volunteers
Fundraising/ volunteers
Schools
ChildLine core business: COS/Phone service
Children and young people
Community/ movement Social side: Fundraising/ volunteering/public campaigning.
NSPCC core business: S&D/AAIS/Campaigns/Customer service/Projects and Helpline/ Training and Consultancy