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.