The way a company organises and relates all its brands and sub-brands, deciding which share a name or look and which stand apart. It answers whether products ride on the parent name or get their own identity.
Synonyms
- brand structure
- brand hierarchy
Related terms
- sub-brand
- endorsed brand
- brand extension
- brand identity
In plain words
- how a company's family of brands is organised
- which products share the main brand name
Usage example
Their brand architecture kept the flagship name on every product but gave each its own colour.
Don't confuse with…
- brand extensionArchitecture is the overall map of how brands relate; a brand extension is one product launched under an existing name.
Categories
- Branding & identity