Brand Architecture

Brand Architecture is the organization of a Consumer Packaged Good (CPG) brand’s portfolio of products into a strategic framework.

Mega Brand

• Single brand name across all of a brand’s offerings

• No sub-nomenclature attached to the brand name

• Builds strong brand billboard

• Heavily focuses on brand equities

• Limits ability to market to specific segments

Dominant Parent Brand

• Parent brand used in conjunction with sub-nomenclature

• Clarifies and differentiates the brand’s offerings

• May help diversify brand into new target markets

• Often helps consumer navigate a broad product line

Subordinate Parent Brand 

• Places brand name subordinate to subnomen

• Meets a particular consumer need

• Customized presentation to target segments

• May reduce brand equity across category/segments

Endorsed Brand

• Subnomen is primary communication

• Established parent brand lends credibility to an offering

• Permits strong sub-brand personalities

• May reduce brand equity across category/segments

Proper Brand Architecture delivers clarity for the customer and provides vision for the brand franchise.