Brand
Types of Brands, Challenges, and Opportunities 
Maria Alejandra Burgos

Brand architecture is a crucial aspect in building corporate identity; however, it is not without criticisms and challenges. In this article, we will explore some of the limitations and controversies surrounding different types of brand architectures, from monolithic to endorsed. 

While brand architecture provides structure and coherence to corporate identity, it can also limit innovation and flexibility. We will critically examine four common types of brand architectures and their inherent challenges. 

What is brand architecture? 

It is a marketing and management strategy that defines the structure, hierarchy, and relationship among various brands within an organization. It is a comprehensive approach that helps companies organize and manage their brand portfolio to maximize value and effectiveness in the market. There are several types of brand architecture, each with its own characteristics and benefits.

1. Monolithic Architecture or “Brand House”: 

While using a single master brand can simplify communication and build consumer trust, it can also limit diversification and exploration into new markets. Moreover, there is a risk that issues with a secondary brand could negatively impact the master brand, which could be detrimental to the entire company. 

(The rise of Google followership: Unlocking visibility on Google’s surfaces, 2023) 

Here are some examples: 

  • Google: Uses the Google brand for all its products and services, such as Google Maps, Google Drive, Google Photos, among others. 
  • Apple: Despite having diverse products like iPhone, iPad, MacBook, and Apple Watch, all are clearly linked to the Apple master brand. 
  • FedEx: Uses the FedEx brand for all its logistics and shipping services, such as FedEx Express, FedEx Ground, and FedEx Freight.

2. Independent Architecture: 

While independent architecture allows greater adaptability to different market segments, it can also create confusion and dilute the identity of the master brand. Maintaining multiple visual identities can hinder cohesion and consistency in brand communication. 

(We’re proud to say our brands are known for being widely used around the world, 2018) 

Here are some examples: 

  • Unilever: Operates with independent brands like Dove (personal care), Knorr (foods), Lipton (beverages), and Ben & Jerry’s (ice cream). 
  • Procter & Gamble (P&G): Has a wide portfolio of independent brands like Tide (detergent), Gillette (personal care), Pampers (diapers), and Olay (skin care). 
  • Nestlé: Uses independent brands for different product categories, such as Nescafé (coffee), KitKat (chocolates), Purina (pet foods), and Gerber (baby foods). 

3. Subbrands Architecture: 

While subbrands architecture maintains some coherence by retaining elements of the master brand, it can be challenging to manage and effectively communicate. Variations in promotional strategy can create a fragmented image of the company to consumers. 

(I made this page with all Coca-Cola flavors, if I forget any please put it in the comments, 2022)

Here are some examples: 

Coca-Cola: 

  • Coca-Cola Zero 
  • Coca-Cola Light 
  • Coca-Cola Cherry 
  • Coca-Cola Vanilla 

Sony:

  • Sony PlayStation 
  • Sony Xperia 
  • Sony Bravia 
  • Sony Alpha 

Microsoft:

  • Microsoft Windows 
  • Microsoft Surface 
  • Microsoft Azure 
  • Microsoft Office 

Endorsed Architecture: 

While endorsed architecture allows some autonomy for subbrands, it can also create confusion regarding the relationship between different brands and the master brand. Additionally, maintaining a cohesive corporate identity can be challenging when subbrands have the freedom to develop their visual identity independently. 

pepsico brands: the ultimate guide to your favourite snacks and beverages (Kaizenaire, 2024) 

Here are some examples: 

PepsiCo: 

  • Mountain Dew (Pepsi Mountain Dew) 
  • Tropicana (Pepsi Tropicana) 
  • Gatorade (Pepsi Gatorade) 

Johnson & Johnson: 

  • Neutrogena (Johnson & Johnson Neutrogena) 
  • Aveeno (Johnson & Johnson Aveeno) 
  • Johnson’s Baby (Johnson & Johnson Johnson’s Baby) 

Marriott International: 

  • Courtyard by Marriott 
  • Fairfield Inn by Marriott 
  • Residence Inn by Marriott 
  • SpringHill Suites by Marriott 

Conclusions: 

While brand architectures provide structure and direction to corporate identity, it is important to acknowledge their limitations and challenges. Companies must adopt a critical and thoughtful approach when designing their brand architecture, seeking a balance between coherence and flexibility to adapt to an ever-changing business environment.

Bibliography 

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