Brand Architecture

and Brand Strategy

Submitted by:Shailza Dhaundiyal

MFM, Sem IINIFT (Jodhpur)

Brand Architecture (or Brand Structure): It is how an

organization organizes the various named entities within its portfolio. In fact, brand/ sub – brands is the type of architecture most often used.

 Trade Dress: This describes the aesthetic

elements that provide legal protection for a brand’s identity.

Brand Portfolio: This is the mix of brands and sub-brands owned by an organization.

Corporate Brand: This is the brand bearing the company name. It is always the highest in a brand hierarchy.

Master Brand: This is the dominant, highest level brand in a brand hierarchy. Corporate Brands are master brands. Parent brand may or may not be master brands.

Parent Brand: This is the brand that is extended into more than one category. It may or may not be the same as the corporate brand.

Sub – Brand: This is a new brand that is combined with a parent or corporate brand in the brand identity system.

Endorsed Brand:This is the primary name the consumer is intended to use to refer to a product. It is a brand that is endorsed by the parent or corporate brand in the brand identity system.

Brand Architecture United colors of Benetton is a house of

brand.

The brand architecture of this group is of individual product brand where all the brands are  presented individually to consumers, and the parent company name is given little or no prominence.

Brand StrategyThe brand strategy followed by the Benetton

group is of the product brand.In this strategy one particular name is given

to a brand.The brand has its own unique positioning .The name of the brand is the strict

identification of the identity.

Brand ArchitectureLevis Strauss & Co. Is a house of brand.Architecture of the company is of the

individual product brand for its brands.The architecture followed by the Levis

brand is of the endorsed brand or sub brand where the sub brands of the Levis. e.g.: Levis 501, Levis unbutton, Levis curve Id.

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Brand StrategyThe brand strategy for the Levis Strauss &co

is of the product brand .The line brand strategy is followed by the

Levis brand of Levis Strauss &co.

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