Brand Architecture
The organizational structure defining relationships between a parent brand and its sub-brands or product lines.
Definition
Brand architecture is the strategic hierarchy organizing how multiple brands relate to each other within a company's portfolio. It determines whether products carry the parent brand, operate independently, or use hybrid approaches.
Common models include branded house (Google), house of brands (P&G), and endorsed brands (Marriott Bonvoy's hotel collection).
Why It Matters
Poor brand architecture creates customer confusion and inefficient marketing spend. Clear architecture helps customers understand product relationships and enables strategic brand equity transfer.
The right structure depends on target audiences, competitive positioning, and whether the parent brand adds or detracts from product appeal.
Examples in Practice
Apple uses a branded house—every product clearly carries Apple branding (iPhone, iPad, MacBook). This transfers trust across categories.
Procter & Gamble uses house of brands—Tide, Pampers, and Gillette operate independently. Customers don't need to know P&G owns them.