What is brand architecture with example?
Proctor and Gamble and Microsoft are examples of a different kind of brand architecture, often called a “Product Dominant” model or “Branded House”. In this case, the parent identity takes a backseat, or even a non-visible presence in favor of its individual product and service brands.
How do you approach brand architecture?
When organisations look to review their brand architecture, a common approach is to focus on energy and effort on ‘tidying up brand and logos’ at the earliest opportunity. The process will often begin with a brand identity audit, then a search for synergies to see how the brands fit together as a family (or don’t).
What are the types of brand architecture?
Types of brand architecture. There are three main types of brand architecture models: the branded house, the house of brands, and the endorsed brand. Each option comes with its own advantages and disadvantages.
What are the approaches in branding?
There are different approaches in selecting a brand name.
- Individual product branding:
- Family branding:
- Cobranding:
- Private or store branding:
- No name or generic branding:
- Brand licensing:
- Names of founders:
- Corporate name combined with individual product names:
What is the brand architecture of Coca-Cola?
Hybrid Model An example of a company that employs a hybrid brand architecture is Coca-Cola. A hybrid strategy can enable a firm to continue promoting their flagship brand, while also attracting distinct segments of consumers who may not wish to be affiliated with each other.
What are the main approaches in brand building?
The Seven Branding Approaches are: The consumer-based approach: the brand as linked to consumer associations. The personality approach: the brand as a human-like character. The relational approach: the brand as a viable relationship partner. The community approach: the brand as the pivotal point of social interaction.
What is house brand approach?
In professional services, the branded house approach is also known as a one-firm brand strategy. The firm has a single brand: logo mark, marketplace positioning and messaging. The subordinate service offerings share these brand elements but contain their own unique messaging points.
Is Coca Cola a house of brands?
Coca-Cola is a perfect example of a successful Hybrid structure. There’s Coke, Diet Coke, Coke Zero, and so on- set up like a Branded House.
What is hybrid brand architecture?
The hybrid brand architecture model is a mix of the branded house and house of brands architecture. This model is often used when a company is in the process of growth or change – like if they often acquire new brands and add them to the portfolio.