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Brand architecture is the discipline and technique used by brand strategists to organise and structure a variety of subdivisions of a master brand.
These sub-divisions can come in the form of products, services, sections or entire companies with their own individual offerings.
The architecture of the brand illustrates how the sub-brands of a master brand are organised and the relationship they have with one another and the master brand itself.
A branded house structure is most common when a master brand has well-defined product or service offerings that are tightly related to how the audience consumes the brands’ offerings.
The structure of the brand names and identity design of the sub-brands are usually a derivative of the master brand making it’s messaging and appearance feel and sound distinctly familiar
While a branded house contains a collection of sub-brands all deriving from the master brand in terms of position, identity and messaging, a house of brands is a little different.
In this architectural structure, the master brand, which operates primarily from an organizational and investment point of view, houses a suite of distinctly different brands all operating independently of one another.
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