Category Archives: Brand Architecture
(From Interbrand) How an organization structures and names the brands within its portfolio.
Teflon, NutraSlim, Dolby Digital, Gore-tex, Lycra, Shimano, Woolmark and Intel… What do they have in common? Yep. They are all ingredient brands that made millions of dollars. Previously, we studied the brand hierarchy of Mervin Manufacturing and stated that MTX and BTX are actually ingredient brands. Today, we will look at the secrets of creating a successful ingredient brand.
Interbrand’s explanation of brand architecture is: “The way an organization structures and names the brands within its portfolio.” The firm adds that: “There are three main types of brand architecture system:
- Monolithic, where the corporate name is used on all products and services offered by the company;
- Endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement;
- Freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.”
I recently read an article by Mr. Martin Bishop from Landor about Starbucks serving regional wine and beer in some of its Seattle locations. Lately, Starbucks successfully updated its identity and announced that it aims to be more than a coffee company. The brand’s little experiment clearly shows that it means it. But I think such a line extension is the wrong way to go. Let me explain why. Read the rest of this entry