Brand Architecture Examples

A number of brand architecture models have been developed in recent years, though most have their roots in the seminal brand work of Dr. David Aaker. Dr. Aaker coined the terms “branded house,” “house of brands,” and endorsed brands, which are three different brand portfolio approaches.

While other brand architecture examples exist (i.e., some talk about a “monolithic,” “endorsed,” and “freestanding”), the basic concepts are the same tied to how near or far brands relate to each other perceptually.

Three Brand Architecture Models

Branded House (also called a monolithic brand) emphasizes a single master brand, that sits over the other brands within an organization. This is a good option when the products are in the same category or offer a similar set of benefits.

The basic concept is to “put more wood behind” the arrow, gaining economic leverage by investing at the master brand level. Product names or descriptors are then used to call out product-level attributes. BMW and Mercedes are examples of the branded house approach.

Branded House Brand Architecture Examples PPT

House of Brands (also called freestanding brands) are designed to stand entirely on their own in the marketplace. Here, an organization can develop a portfolio of brands, each with a unique brand positioning tailored to a particular product or market segment. General Motors — and its family of brands — is considered a house of brands example.

House of Brands Brand Architecture Examples PPT

Endorsed Brands fall somewhere in the middle. In this case, brands are designed to work in concert with the other. Examples of this strategy: Think Courtyard By Marriott, Polo by Ralph Lauren, Microsoft Windows, and the like. Honda Motor Company uses an endorsed brand strategy, as shown here:

Endorsed Brands Brand Architecture Examples PPT

Recommended Brand Architecture Model

In our brand consulting work, we often find a desire among clients to want to consider how each of the three brand portoflio and naming models might work in their organization.

In reality, though, the “right” answer for any client depends on the client’s unique situation. This requires establishing a brand architecture definition, constructing a brand audit, defining brand principles and considering alternative framework pros and cons, as described here.

During our brand consulting engagements, we employ a variety of brand architecture templates, tools and frameworks to assist clients our clients in developing a clear, strategic approach to brand architecture management.

To learn more about EquiBrand’s brand portfolio service offerings, please use our contact form.