Ingredient branding

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 their MTX and BTX tehcnologies are actually ingredient brands. Today, we will look at the secrets [...]

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, where the corporate name is used on all products and services offered by the company; Endorsed, where all sub-brands are linked to the [...]