Flexibility is not your thing, you want to concentrate all your efforts and messages, generating consistency and cohesion in all expressions of the brand. Applying the same brand to all target audiences offers you economies of scale.
Any change in a sub-brand will affect the rest. On the other hand, the parent brand is a great guarantee for all the sub-brands, providing awareness and credibility.
brand architecture models
When you operate in different niches of the same product category: independent brands
If you have very specialized buyer personas, even if they are buying the same product, you will not be able to target them from the same brand.
This is often the case when you work in the B2C segment and in sectors with high activity. Segmentation is more pronounced, value propositions must be more specific to connect more intensely with the target audience.
The brands give up possible synergies but are fully adapted to each niche.
Brand architecture model with independent brands
When you work in a sector where corporate trust is key: endorsed brand
As long as you don't deal with businesses that can cannibalize territory and even call into question the parent brand, this architecture (with strong or weak endorsement, depending on the degree of proximity to said brand and based on the degree of existing interrelation) offers you the opportunity to stretch the elasticity of the brand to reach new market segments.
It benefits from the support of the parent brand, maintaining indonesia phone number data a structure that gives coherence to the entire family of sub-brands, in exchange for sacrificing some versatility when it comes to positioning the different sub-brands in very different market niches.
endorsed brand architecture model
In case of merger, internationalization or disruptive circumstances in the market: hybrid model
Several architectural models are used simultaneously in different lines of business.
It may be a transitional model or a necessary response by the organization to adapt to technological impacts or market transformations.
Brands lose some coherence but have total versatility to target their sectors:
Hybrid brand architecture model
Conclusions
Having a strong and understandable brand architecture for the public is essential if we want to communicate from a solid foundation.
Through the correct architecture we can better assume future changes without losing coherence and facilitating the implementation of the brand.
Over time, different architecture models have been created according to the needs of the brands. In this article we have seen the main models.