What is meant by 'Brand Architecture'?

Brand architecture refers to the organizational structure of a company's brands, specifically how they relate to one another and to the overall corporate brand. This involves strategizing the naming conventions and relationships among various brands that fall under a corporate umbrella.

For instance, a company may employ a branded house strategy, where the master brand is dominant (like Virgin, which includes Virgin Atlantic, Virgin Mobile, etc.), or a house of brands approach, where individual brands operate independently (like Procter & Gamble with brands such as Tide, Pampers, and Gillette).

By clarifying brand architecture, companies ensure that their various products and services are presented cohesively to the market, which helps minimize customer confusion and enhances brand loyalty. It also aids in resource allocation, brand equity management, and marketing strategies, supporting the overall business objectives.