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Brand architecture considerations for managing a portfolio of brands and relationships between a corporate brand or parent brand with child brands and sibling brands with one another. Includes an analysis of basic brand relationship approaches and pros and cons for brand architecture choices.
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Brand ArchitectureManaging a Brand Portfolio and Brand
Relationships
Working with companies large and small
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By the author of Merriam’s Guide to Naming
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Brand architecture: Managing and organizing the type, number, relationships and purpose of brands
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Key considerations:1. How does my company brand relate to my product brands? How do they
relate to one another? What is the best role for the company brand?2. Are sub-brands and brand extensions the way to go? What are the options?3. Do I have true brands that are delivering value to my company or do I have
a collection of names? How can I tell which is which?4. How many brands does my company need? What brands are strategically
valuable and worthy of continued investment?5. What drives consumer preferences? How do my customers buy?6. What are the pros and cons of my current brand portfolio structure? How
will future decisions impact it?7. Would a change in my architecture give me an opportunity to dominate a
market segment?
Brand architecture options:Unitary structure
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Brand architecture options:Multiple unrelated brands
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Brand architecture options:Hybrid structure
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Which is the best brand architecture structure?It depends on strategic considerations:
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Which is the best brand architecture structure?It depends on strategic considerations:
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Many companies have a formal process for deciding what to name: Example 3M
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Further reading
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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
Thank you!
Further reading
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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic, http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company, http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company, http://www.fastcompany.com/1819418/the-8-principles-of-product-naming
About Merriam Associates
Lisa Merriam has made a career of helping companies build and manage brands. Her expertise is focused on strategic brand development and managing strategy-based brand design including naming, logos, visuals systems, brand launch and implementation. She has been an independent consultant since 2003, serving large, well-known companies, as well as small, fast growth companies.Branding Expertise• Naming• Tagline development• Brand strategy including brand story, attributes, positioning, and brand
architecture• Identity design including logos and design systems• Copy writing (digital, traditional, and search engine optimized) and collateral
design• Web video production including man-on-the-street testimonials
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Selected clients
CanonWestfield MallsKay JewelersJamba JuiceChevronKirch & Co.Disney Live!LancomeADPChevronRalph LaurenPwCCablevisionThe HartfordUganda/Focus on Africa
Reed ElsevierLexis NexisJohnson & JohnsonUnison TelecomBMWLand RoverUS Navy SEAL MuseumGeomentumThomas PublishingYMCAWestern UnionEuropean Space AgencyLip Fusion CosmeticsKore SportswearKay Jewelers
Lisa [email protected]
