What Is Brand Architecture (House Of Brands v Branded House Examples)
ฝัง
- เผยแพร่เมื่อ 16 ก.ค. 2024
- Learn what brand architecture is and how to leverage this brand strategy to provide structure and support growth.
#brandarchitecture #brandstrategy #brandstrategytips
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In this video, I’m going to explain what brand architecture is so you can leverage this brand strategy to provide structure and support growth.
First, I’ll break down what brand architecture means and how both big brands and small brands can leverage it.
Then I’ll break down the technique that brand strategists use to develop sub-brands from products, services, division and companies.
Next, I’ll provide a practical example of why you might need or should consider brand architecture when planning for brand growth.
Finally, you’ll discover the main brand architecture models including a branded house and a house of brands and see some brand architecture examples in the Apple, FedEx and Unilever brands.
0:00 What Is Brand Architecture [+ Examples]
1:31 What Is Brand Architecture?
2:39 Why Use Brand Architecture?
3:56 Brand Architecture Benefits
4:32 Brand Architecture Models
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I just encrolled in a Brand management program at Uni. This helps me a lots for quick understanding the definition of Brand Architecture. thanks a lot
Glad it was helpful!
Thank you that is great. I have a client is providing an odd mix of products (bike parts / clothing label / etc), but to the one, same target audience (the male play-boy / dirt bike lover), so we went with the brand of houses idea. His whole brand strategy is built on the Maverick / Ruler personality, so it keeps all the visual and verbal messaging fairly straightforward... so far!
Spoke. Like a true strategist... killing it Sarah!!!
Thank you Stephen. Your videos are so detailed and so easy to understand
Glad you like them!
Absolutely phenomenal video as always
🙏🙏🙏 Cheers Vidorra
Loved the explanation! Thank you!
Glad it was helpful!
Love your content, it really helps out small business owner like myself.
Great to hear!
Exactly what I was searching for!
👍👍👍👍
What a brilliant explanation. Thank you. :)
🙏 cheers Josh
Thank you Steve!
🙏
hey thank you, I really have a better understanding now :)
Happy to help!
That was spot on.
Cheers Guylaine 👍😀
Great content!
Cheers Jorge 👍
Thanks for insights.
Most welcome
Thank you!
Most welcome 👍
Thank you
Most welcome
I think Hubspot is a example for Branded house. With a blog, Academy, CRM Tools.... That Structure is very interesting for me compared to 2nd structure. 😻✍️ Love your contents brother, Steven... ✌
Thanks my man 👍👍
We started our company years ago and created a brand-specific to mowing. We now do many other services outside of the landscaping niche, so we have launched different brands associated with those audiences. Currently, all of our billing and office customer services are still performed by our mowing office. So the message is confusing for new clients that call in or when folks see a new name on their credit card statement. Additionally, our company culture is muddled with some employees not having any idea about who we are or where we are going. Thus the search begins for defining our Brand on the whole and in the individual branches we seek to build.
Sounds like you need to step back and rethink the structure of your brand, then consider your employee branding (I have two videos coming out in the next week on this). When you have your structure set, your processes following suit asnd all your employees on the same page, you have everyone and everything piulling in the same direction
I have a doubt. I have a client selling Mocktails. Now they want to do a brand extension with Water, Cocktails & Iced Tea category?
'you think they should create the Architecture in 'House of Brands' or 'Branded House'? Given a choice, I would personally prefer the House of Brands for them but they want to extend with the existing name. What do you think?
Without knowing more that would also be my thought... use examples to illustrate your thinking... PepsiCo + Coca Cola
Do the brands within the branded house have the same brand personality, something similar or exactly the same?
Since the sub-brands can cater to different target markets, but at the same time be relatable to the other sub-brands.
They can have different personalities to appeal to more specific markets... As long as the parent brand is present and the sub-brand is utilising the association
Hi, would be really nice if you can share with us some books you have read on learning all these? Thanks mate! Good vids!
I have a plan to do some book reviews in some future videos so keep your eyes peeled 🧐🧐🧐
@@BrandMasterAcademy sure thing!
What specifically makes a branded house sub brand, a brand, and not just a product of the parent brand? I'm sure its more than just a name and logo. And what are the benefits of making their products a sub brand?
Yes... there will be difference audiences, therefore different product positioning and marketing strategies
Im having a real issue here and would love your advice! I have a vegan food brand, lets call it "veggie ltd". It operates in the UK and it sells a superfood similar to quinoa. Now I am expanding to Nigeria and in this market, customers are really not into the whole veggie thing. What do I do? Do I create a separate brand and how would it fit into the architecture? I took ur course on udemy. It was great btw.
If, as a vegan brand, you're expanding into a market where they don't value the benefit of what you offer, the question is... why are you expanding into that market?
@@BrandMasterAcademy good question
Is nestle example of house of brand or endorsed brands?
The Nestle brand is another example of an Umbrella branding structure yet it is the sub brands that would be considered the "endorsed brands" as they are endorsed by their parent "Nestle"
How can we relate Brand extension with Brand Architecture ?
Brand extention is when a brand extends into a new category. Often this happens under same brand (eg Apple extending into phones), but it can also happy in various architecture structues eg a new brand (endorsed brand) endorsed by the parent (endorser brand)
@@BrandMasterAcademy Thanks for the answer .
Will we also learn this on brand master secrets?
Brand Master Secrets focuses on developing single brands, not brand portfolios though we may update this
How does the House of Brands profit ? For example, How does Unilever profit off of the brands that are under it ?
As with any ownership setup. The business generates the revenue and the owner of that business decides where the profit goes (eg how much profit is taken out and how much is put back into the business)
is brand hierarchy and brand architecture the same?
Not exactly... The brand architechture defines the hierarchy of the brands. Some miught use it interchangable though there are slight nuances
nice bro but bring up lil more the sound volume.
Ok next time
Video lighting is too bright on your forehead. Also, your camera is set to autofocus, and it was hunting for focus at 0:10. I recommend you lock focus on manual. Furthermore, I can see a shadow on your background. This means you are positioned too close to the background, making it feel like you are up against a wall. It's easier for the viewer to focus just on you when the background is darker than the subject (you). So, I recommend you put more space between yourself and the background.
I don't like your video i Love your video❤❤❤
Much appreciated 🙏