Brändiarhitektuur

Brändiarhitektuur, or brand architecture, is the way a company structures and names its brands, products, and services. It defines the relationships between the parent brand and its sub-brands or individual offerings. A well-defined brand architecture provides clarity for consumers, helps manage brand equity, and supports marketing and business strategies.

There are several common types of brand architecture. The branded house strategy involves using a single master brand across all offerings, with sub-brands clearly linked to it. For example, Google's products like Google Maps and Google Docs all carry the Google name. The house of brands approach, conversely, features a collection of independent brands, each with its own distinct identity and target audience, often owned by a single parent company. Procter & Gamble is a classic example, with brands like Tide, Pampers, and Gillette operating separately. A hybrid or endorsed brand strategy combines elements of both, where individual brands are supported by a master brand without being entirely subsumed by it. For instance, Marriott has its master brand alongside distinct hotel brands like Courtyard by Marriott.

The choice of brand architecture impacts brand perception, marketing efficiency, and potential for growth. It influences how consumers understand and navigate a company's portfolio, and how resources are allocated across different brands. A strategic approach to brand architecture is crucial for long-term brand success and market positioning.