Brand architecture
How the names in a portfolio relate to each other: when a sub-brand deserves its own identity, when it belongs under the parent, and what to do with the brands an acquisition brings with it. Notes from brand architecture work with holding companies, conglomerates and multi-brand groups.
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How to Create a Brand Architecture for Private Label Products
Private label (PL) is a remarkably profitable line of business. Around the world, the retailers’ profit margin of PL is roughly 40%, twice as much (!) as the profit they make from…
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Brand architecture 201: Mervin Manufacturing
Previously, we talked about different structures of brand architecture. Let’s continue from where we left off and look at brand hierarchy and roles by studying one of my favourite brands: Mervin Manufacturing.
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Brand architecture 101
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,…