Increasingly complex brand portfolios and diverse audiences will require some brands to adopt multiple or hybrid models to remain relevant.
There is not a one-size-fits-all formula for brand architecture. Brands that span varying industries, channels, and countries may all require vastly different modeling structures based on any number of variables. Brand architecture modeling creates organizing scenarios and tests each with specific criteria against the business strategy. It evaluates how many types of brands a company should have (master brand, linked sub-brands, ingredient brands, etc.) with how those brands should be organized (usage based, relationship based, price points, channels, etc.). With these variables in mind, we evaluate all available options and construct the unique solution that each individual business situation demands. Accurately evaluating and selecting the correct model is key to establishing long-term brand stability and focus.