Brand architecture
DefinitionBrand Strategy
Brand architecture
How a company organises the relationships between its brands: a branded house puts one master brand on everything (Google), a house of brands runs separate consumer brands under an invisible owner (P&G, or Eucalyptus with Juniper and Pilot), with endorsed and sub-brand structures in between.
Evidence from the library
Different researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.WarningOne full-stack team per brand, staffed with storytellers and three allocators: capital, ideas, timePrincipleBrands become legible to AI models when flattened into plain, descriptive, functional language without losing their texture.PrincipleThe more fragments you make, the more you need one central brand idea and a usable asset kitPrincipleBrand as mosaic: divergent creator executions should still scaffold into one coherent set of brand associations.Principle
Source
Marketing Definitions
David Aaker and Erich Joachimsthaler, Brand Leadership (2000)
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand