Brand Architecture 101
In simplest terms, brand architecture is the structure that defines the relationships your brands have with one another. You should care about that, since brand architecture is your strategic roadmap for present and future success. While no two brand architecture systems are alike, Interbrand, a respectable brand strategy consultancy, states that there are three main types of brand architecture system:
1. Monolithic Architecture
Imagine there exists only one brand name, which is used on all products and services offered by the company;
2. Endorsed Architecture
Imagine there exists one corporate brand and multiple product or service brands. In this case, all sub-brands are linked to the corporate brand through either a verbal or visual endorsement;
3. Freestanding Architecture
Imagine the same scenario as before. But this time the corporate brand operates merely as a rather invisible holding company, and each product or service is individually branded for its target market.