brand glossary: brand architecture

How a company defines the relationship among its brands to help people understand what the company offers, and how to choose the brand that best meets their needs. The brand architecture organizes brands and products to create clarity for the customer, rather than following accounting, reporting or historical structures. There are three primary brand architecture approaches:

  • monolithic (also known as “branded house”), where the company brand is used on all products and services offered by the company
  • endorsed, where all sub-brands are linked to the corporate brand by either a verbal or visual endorsement
  • freestanding (also known as “house of brands”), where the company brand operates merely as a holding company, and each product or service is individually branded for its target market.

There are multiple variations of these primary structures.

See also: naming system