Brand Architecture Examples
A number of brand architecture models have been developed in recent years, though most of them 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 types of 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, relating to how near or close brands should be managed perceptually, and all should be considered in developing and managing your organization’s brand architecture strategy.
Three Brand Architecture Models
- Branded House (also called a monolithic brand) emphasizes a single master brand, that sits over of the other brands within an organization. This is a particularly 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, essentially gaining economic leverage by investing at the master brand level, and then using product names or descriptors to call out product-level attributes. BMW and Mercedes are examples of the branded house approach.