Brand architecture is the degree of relationship between your organizational brand and your various product and service brands. This strategy may be expressed in a variety of ways, yet it should always connect meaningfully to the company’s identity. There are many benefits to a thoughtful, strategic brand architecture: it helps build awareness and appeal at the right levels within an organization and maximizes the value of each brand; and it focuses efforts and resources in the right places. All this helps to realize the positive impact from all the time, energy and money you spend on the brand and it creates a clear framework for future decisions.
The resulting strategic brand architecture works not only in the present, but it helps organizations maintain brand coherence on their portfolios as they grow and prosper.