{"id":8938,"date":"2022-04-12T04:48:47","date_gmt":"2022-04-12T04:48:47","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=8938"},"modified":"2022-04-12T04:48:47","modified_gmt":"2022-04-12T04:48:47","slug":"brand-architecture","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/brand-architecture\/","title":{"rendered":"Brand Architecture"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8938\" class=\"elementor elementor-8938\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a1fe8a8 elementor-widget elementor-widget-text-editor\" data-id=\"a1fe8a8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>We regularly work with startup founders who are keen to build strong brands, and one of the questions we get asked quite often is about brand architecture, especially when founders seek to expand into other categories or want to tap into new consumer segments.\u00a0<\/p><p>Given that these questions come up frequently, we thought FreeFlowing would be a good forum to discuss this.\u00a0\u00a0<\/p><h4 class=\"null\"><strong>What is brand architecture?<\/strong><\/h4><p>Brand architecture is a system that organizes the products and services of a business to help consumers understand, engage with and navigate its range of offerings.\u00a0\u00a0<\/p><h4 class=\"null\"><strong>Why is it needed?<\/strong><\/h4><p>Nourished by enough love and care (read resources, strategy, and some luck), brands will grow. They will take a life of their own. A small brand will sprout branches in the form of new product lines and acquisitions, leaves in the form of new variants, and so on. Soon it will grow into a tree.\u00a0<\/p><p>Now, we know that Nature loves patterns and structures. In the same way, these brand \u201ctrees\u201d need to have patterns and structures so that consumers can understand them and love them.\u00a0This is where brand architecture becomes relevant. Brand architecture provides these patterns and structures that help different brand offerings make sense.\u00a0\u00a0<\/p><p>There are 4 basic models of brand architecture. An easy way to remember how they are segregated is to order them by the recall and equity of the parent brand.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eeb186e elementor-widget elementor-widget-image\" data-id=\"eeb186e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"411\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/7e111917-ad4f-c452-4acf-576329e9006d.jpeg\" class=\"attachment-full size-full wp-image-9028\" alt=\"brand architecture model\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/7e111917-ad4f-c452-4acf-576329e9006d.jpeg 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/7e111917-ad4f-c452-4acf-576329e9006d-300x103.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/7e111917-ad4f-c452-4acf-576329e9006d-1080x370.jpeg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/7e111917-ad4f-c452-4acf-576329e9006d-768x263.jpeg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\"><\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e72db1f elementor-widget elementor-widget-text-editor\" data-id=\"e72db1f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ffd8e4 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"5ffd8e4\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5bb86af elementor-widget elementor-widget-text-editor\" data-id=\"5bb86af\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4 class=\"null\"><strong>Branded House model<\/strong><\/h4><p>The master brand\u00a0plays the role of the dominant driver of the brand\u2019s equity across all its offerings. It is the umbrella under which all its products or services operate.\u00a0<\/p><p>The products don\u2019t have separate identities of their own, and \u2018borrow\u2019 the identity of the master or umbrella brand. In return, they contribute to the overall recall and identity of the umbrella brand.<\/p><p>This brand architecture model works best when the products are in a similar category or offer a similar set of benefits. It can also be employed when the brand wants to build the same proposition and the same associations for different offerings.\u00a0<\/p><p>In the startup world, Yoga Bar is a good example of a branded house model. Its portfolio encompasses a wide variety of products ranging from breakfast bars to whey protein to peanut butter and Muesli, all sold under the master brand of Yoga Bar.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8fc3aad elementor-widget elementor-widget-image\" data-id=\"8fc3aad\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1119\" height=\"527\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/26e17300-2d50-36b7-f3d9-5bdf7e519f86.jpeg\" class=\"attachment-full size-full wp-image-9029\" alt=\"Branded House model\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/26e17300-2d50-36b7-f3d9-5bdf7e519f86.jpeg 1119w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/26e17300-2d50-36b7-f3d9-5bdf7e519f86-300x141.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/26e17300-2d50-36b7-f3d9-5bdf7e519f86-1080x509.jpeg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/26e17300-2d50-36b7-f3d9-5bdf7e519f86-768x362.jpeg 768w\" sizes=\"(max-width: 1119px) 100vw, 1119px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b2e2bbe elementor-widget elementor-widget-text-editor\" data-id=\"b2e2bbe\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Pros:<\/p><ul><li>Clarity \u2013 easy to understand what the brand stands for in the minds of the consumers.\u00a0<\/li><li>Synergy \u2013\u00a0Trust in the master brand automatically extends to products\/services, thus reducing the marketing investment needed to build individual brands.\u00a0<\/li><\/ul><p>Cons:<\/p><ul><li>Reputation Risk \u2013 poor association with any one product is likely to have a negative rub off on the rest of the brands and the master brand overall.<\/li><li>Lack of flexibility \u2013 If the master brand has strong associations with a certain category, new brand launches in dissimilar categories can be challenging.<\/li><\/ul><h4 class=\"null\"><strong>House of Brands model<\/strong><\/h4><p>It\u2019s essentially the opposite of a branded house model. In this brand architecture model, each child brand stands entirely on its own in the marketplace. Each of these child brands will have their own unique positioning and brand identity, tailored to a particular consumer segment.\u00a0<\/p><p>This model works best when you need to address different consumer segments or play in different categories, with tailored products addressing different needs.\u00a0<\/p><p>Examples: P&amp;G, Meta<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-086d957 elementor-widget elementor-widget-image\" data-id=\"086d957\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"867\" height=\"527\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/cbacb46f-bdf1-a92f-d902-6a7887d5558a.jpeg\" class=\"attachment-full size-full wp-image-9030\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/cbacb46f-bdf1-a92f-d902-6a7887d5558a.jpeg 867w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/cbacb46f-bdf1-a92f-d902-6a7887d5558a-300x182.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/cbacb46f-bdf1-a92f-d902-6a7887d5558a-768x467.jpeg 768w\" sizes=\"(max-width: 867px) 100vw, 867px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ae8775 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"9ae8775\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71f32c0 elementor-widget elementor-widget-text-editor\" data-id=\"71f32c0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>One of the biggest questions that we get asked about House of Brands model is whether the master brand needs to develop its own equity. These days consumers have become diligent in knowing more about the master brand. People have started actively turning around packs to see where the brand comes from. Brands have also begun to realize that building equity for the master brand can deliver reputation advantage for the entire portfolio.\u00a0\u00a0\u00a0\u00a0<\/p><p>This is the reason why, after 150+ years of silence, P&amp;G started building its master brand presence with the 2012 London Olympics, with its famous \u201cThank you, Mom\u201d campaign, aimed at thanking the moms of Olympic athletes. P&amp;G even roped in the Academy award winning director\u00a0Alejandro Gonz\u00e1lez I\u00f1\u00e1rritu (Birdman, The Revenant) to direct the commercials, showing its determination to build its own brand equity.\u00a0<\/p><p>Sometimes, brands will make the momentous decision to shift from one form of brand architecture to another. This is driven by fundamental shifts in the brand\u2019s future plans or as a response to some crisis. In Facebook\u2019s case, such a shift happened because of a combination of both \u2013 a conscious decision to peg its future to the Metaverse, and the need to distance the overall company from the negative publicity associated with Facebook. Facebook recently transitioned to a house of brands model with Meta as the parent brand and an enviable list of child brands including Facebook, WhatsApp, and Instagram.\u00a0<\/p><p>Pros:<\/p><ul><li>Increased reach and flexibility \u2013 it allows a brand to play in different market niches, targeting different audiences.\u00a0<\/li><li>Low reputation risk \u2013 if one brand goes through a crisis, other brands will be less impacted.<\/li><\/ul><p>Cons:<\/p><ul><li>Higher marketing costs \u2013 each brand will need to earn its investment, thus needing more money and time to build awareness and consideration.\u00a0<\/li><li>Low visibility for master brand \u2013 any success of a child brand is less likely to reflect on the master brand or other child brands, and thus synergy effects are reduced.\u00a0<\/li><\/ul><h4 class=\"null\"><strong>Endorsed brands model<\/strong><\/h4><p>This model packages brands under a master brand, but with more flexibility of approach than the other two brand architecture models. Each child brand has its own identity, but is still endorsed by the master brand.\u00a0<\/p><p>The biggest advantage of the endorsed brands model is that the child brands get the stamp of credibility and approval from the master brand, while still being allowed the freedom to have their own positioning and room to grow.<\/p><p>This model works best when you want to target different audiences while continuing to use the power of the master brand.\u00a0<\/p><p>An endorsed brand architecture model usually sets up and grows the child brands with independent brand equity. The endorsement from the mother brand helps a lot in the initial days, but eventually these child brands also start to gain awareness and brand equity for themselves. In this way, an endorsed brand model is oftentimes a brand incubator.\u00a0<\/p><p>Example: Titan<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cdb256 elementor-widget elementor-widget-image\" data-id=\"0cdb256\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"867\" height=\"527\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/bf5033cc-17ed-f7c3-3599-1c2b9819c012.jpeg\" class=\"attachment-full size-full wp-image-9044\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/bf5033cc-17ed-f7c3-3599-1c2b9819c012.jpeg 867w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/bf5033cc-17ed-f7c3-3599-1c2b9819c012-300x182.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/bf5033cc-17ed-f7c3-3599-1c2b9819c012-768x467.jpeg 768w\" sizes=\"(max-width: 867px) 100vw, 867px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19c4f08 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"19c4f08\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ccfa557 elementor-widget elementor-widget-text-editor\" data-id=\"ccfa557\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Titan grew as a brand with the endorsement of the Tata Group before launching Tanishq and Fastrack. Tanishq and Fastrack both in turn grew using the endorsement of Titan. And now, Mia jewellery is growing into a brand under Tanishq\u2019s endorsement \u2013 a great example of progressive brand incubation using brand endorsement.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9ec4ef elementor-widget elementor-widget-text-editor\" data-id=\"b9ec4ef\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4 class=\"null\"><strong>Hybrid brands model<\/strong><\/h4><p>Unlike the other three brand architecture models, hybrid model is often the result of mergers and acquisitions. And as such, this model is meant more to help brands clarify their business strategy than to help consumers understand all of a brand\u2019s products or services better.<\/p><p>Hybrid brands model falls in between house of brands and branded house model. It is adopted usually when the awareness and perception of the master brands is useful to grow some brands in the portfolio but not others.\u00a0<\/p><p>In a hybrid model, the parent brand decides on a case by case basis what best to do when it acquires a new brand \u2013 either absorb it into the parent brand or leave it intact.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9734257 elementor-widget elementor-widget-image\" data-id=\"9734257\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1213\" height=\"441\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/ceb57909-a44d-f4ee-559d-dc4351bd3d43.jpeg\" class=\"attachment-full size-full wp-image-9045\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/ceb57909-a44d-f4ee-559d-dc4351bd3d43.jpeg 1213w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/ceb57909-a44d-f4ee-559d-dc4351bd3d43-300x109.jpeg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/ceb57909-a44d-f4ee-559d-dc4351bd3d43-1080x393.jpeg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2022\/04\/ceb57909-a44d-f4ee-559d-dc4351bd3d43-768x279.jpeg 768w\" sizes=\"(max-width: 1213px) 100vw, 1213px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cba4b75 elementor-widget elementor-widget-text-editor\" data-id=\"cba4b75\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Microsoft is a great example of a hybrid brand architecture model. In addition to its enterprise solution models, Microsoft plays an endorser brand with its MS Office and Windows suite of products, while keeping itself out of the picture with its gaming product (Xbox) and its professional services platform (LinkedIn).<\/p><p>So, these are the four types of brand architecture models that are prevalent in the industry. When we discuss these with our clients, we also tell them about some fundamental truths of modern-day brand building which are relevant for early-stage brand builders.\u00a0<\/p><p>As a rule of thumb, for resource constrained early-stage startups, building one brand is easier than building many. This allows them to focus all their efforts on building a single great brand instead of spreading themselves too thin.\u00a0<\/p><p>Increasingly, we are seeing that the WHY behind the brand is becoming important. Today\u2019s savvy and information hungry consumers not just want to buy brands, they want to buy \u201cinto\u201d the brands. Hence, if as a brand you can provide a clear WHY, you gain more legroom to stretch your offerings. A great example of this is Mamaearth, which started off by offering chemical and toxin free products for babies and has now seamlessly stretched into categories like skin and body care for adults, all under a single umbrella brand. In the process, it grew multifold to become a unicorn.<\/p><p>Brand architecture design is quite difficult and complex, and it is the reason why firms devote a lot of effort to getting it right. A strongly laid out brand architecture can help lower marketing costs, give the brand the ability to build its consumer awareness quickly and efficiently, and help ready the brand for future product\/service extensions.\u00a0<\/p><p>We hope you enjoyed this primer on brand architecture. Every month, FreeFlowing will take a look at marketing concepts and explain them in our Marketing 101 section.\u00a0<\/p><p>If you have any questions related to marketing, feel free to write to us at\u00a0<a href=\"mailto:freeflowing@winnerbrands.in\">freeflowing@winnerbrands.in<\/a>. We read all your mails.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>We regularly work with startup founders who are keen to build strong brands, and one of the questions we get asked quite often is about brand architecture, especially when founders seek to expand into other categories or want to tap into new consumer segments.\u00a0 Given that these questions come up frequently, we thought FreeFlowing would [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":9158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - 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