When thinking of Brand Architecture think of the word ‘architecture’ which speaks to the fundamental design and structuring. Brand architecture therefore speaks to a system of organizing brands, products and services to aid consumers or your target audience to be able to relate to your brand. A well-designed brand architecture enables consumers to form opinions and preferences for an entire family of brands by interacting or learning in a wholesome manner with the ‘family’ or brand.
The brand architecture defines the role of each brand and acts as a guideline for the interrelationships between the brands in your organization; it is therefore a system which conceptualizes and strategically organizes the positioning of the brand. The relationship and inter-relations of products and brands become important; when thinking about adding a new brand or product, it is crucial to understand where it will sit within your organization.
