Brand Architecture
Who’s this for
Whether you manage a single master brand or a house of many, the architecture behind it determines clarity, efficiency, and long-term value.
For market leaders, the challenge often lies in simplifying: reducing overlap, consolidating brands, and aligning global portfolios for focus and profitability.
For SMEs, it’s about structuring for scale: defining the right relationship between parent and sub-brands, ensuring each name contributes to growth rather than confusion.
There are four classic models - Branded House, Sub-Branding, Endorsed Brands, and House of Brands - each requiring a distinct balance of control, culture, and customer relevance.
Moving between them is strategic. Let’s refine your brand architecture into a system that scales with intent.
-
Brand architecture work begins with a diagnosis - mapping your current structure to reveal overlap, confusion, or untapped potential. We assess how each brand contributes to equity, profitability, and long-term strategy.
From there, we define the optimum architecture - whether it’s a unified Branded House, a nuanced Endorser system, or a diversified House of Brands. Each model has trade-offs in control, cross-selling, and marketing efficiency, which we evaluate against your goals and capabilities.
Finally, we guide the transition - simplifying portfolios, clarifying roles, and ensuring that every brand strengthens, rather than competes with, the others. The outcome: a leaner, sharper system that aligns structure with strategy.
-
Based on complexity.
-
Based on complexity, timeline, and resources.