Brand Architecture

Brand architecture refers to the organizational structure of a brand's portfolio. It defines how different brands and products relate to each other within a company. There are three main types: monolithic (one master brand, like Virgin), endorsed (a main brand with sub-brands, like Marriott hotels), and freestanding (independent brands, like Procter & Gamble's Tide and Gillette). This framework helps consumers understand what a company offers and how products fit together, guiding marketing strategies and brand decisions to enhance recognition and loyalty.