BASSIG, JULLIANNE CASSANDRA J.
BS ARCHITECTURE 4
3452 – AR 4191 PROFESSIONAL PRACTICE 2
What is Branding?
- “Brand architecture is the structure of a brand, often illustrated with a
diagram, that helps to explain the relationships between a company’s
master brand, sub-brands, products, and service lines.”
Creating a brand architecture aids in managing how people view a company, its
potential for expansion, and its internal ties. Creating a house of brands is a good
approach to grow, but it can be challenging to make the right decisions if you
don't have a strong brand architecture and a thorough grasp of the links
between them.
Why is brand architecture important?
You may better manage your brand portfolio by comprehending, illustrating, and
communicating your brand architecture. Documenting your company's brand
architecture can help you create a more compelling brand story, whether you're
looking at it from a marketing or business growth viewpoint.
Outlining your brand architecture can help you to:
Clarify your brand identity: What does your master brand stand for, and how
does that affect your brand extensions?
Solidify corporate hierarchy: How does the parent company relate to its
brands? What priorities do separate brands have?
Enable accurate customer perception: How do your customers see your
master brand and sub-brands? How are the audiences different? How will your
master brand provide validity to brand extensions?
Expand product or service lines effectively: Which product or service lines
are more appropriate for which corporate brand?
Perhaps the most useful part of establishing a brand architecture is
generating brand equity. Brand equity is the value that a company gets
from being recognizable, being perceived as of a higher value than a
generic product or service provided by an unknown brand. Better brand
equity leads to:
Customers choosing to do business with that brand over competitors
Customers being willing to spend more on that brand, or on other brands that
are related underneath a parent brand or umbrella brand (explained below)
Brands being able to ask for a higher price for products and generate a better
profit margin than competitors without the equity
What are the key components of brand architecture?
There are several components to brand architecture. Outlined below are the key
features of each component, and their relationship to one another.
Types of brand architecture
There are multiple types of brand architecture approaches, each with its own
benefits and drawbacks. Depending on the brand strategy, the approach taken
will differ.
A branded house
Within a branded house, all the brands in the portfolio share values with the
master brand and share their name. It’s also likely that the sub-brands don’t
work independently of one another. This style means all brands within the house
are consistent in terms of look and feel, marketing messaging, and more.
Branded house example: FedEx - FedEx, the parent brand, has several sub-
brands within its house. FedEx Express, FedEx Freight, and FedEx Ground are
just some of them.
Endorsed brands
An endorsed brand architecture model involves the parent or umbrella brand
giving their endorsement to other brands that fall beneath them in the structure.
Their brand identity lends the endorsed brands legitimacy and authority, often
indicating that the other brands are of the same quality. All the brands will likely
be within the same sector but have different audiences, offerings, and identities.
Endorsed brand example: Marriott - Hotel brand Marriott offers its customers
a range of brands for different tastes and price points, such as Residence Inn by
Marriott and Courtyard by Marriott.
A house of brands
Under a house of brands, there are multiple brands that work independently of
one another, are likely in different sectors, with varying audiences, products, and
identities.
House of brands example: Unilever - Unilever’s house of brands contains
several different brands, including personal care brand Dove, food company Ben
& Jerry’s, and drinks brand Lipton.
REFERENCE:
Qualtrics. (2024, August 23). The Complete Guide to Brand Architecture. Qualtrics.
JCB ARCHITECTS
https://www.qualtrics.com/experience-management/brand/brand-architecture/#:~:text=Brand
%20architecture%20is%20the%20structure,%2C%20products%2C%20and%20service%20lines
“Innovating with Integrity, Designing for the Earth.”
At JCB ARCHITECTS, we believe that every building tells a story—a story
of how humanity can coexist beautifully with nature. We are architects of hope,
crafting spaces that respect the Earth while uplifting the lives of the people who
inhabit them. Our mission is rooted in the belief that architecture should heal,
not harm. By embracing renewable materials, innovative technologies, and
biophilic design, we create environments that breathe life back into our
communities and planet.
We envision a future where homes breathe with the seasons, workplaces
energize without depleting, and cities grow while preserving the beauty of the
natural world. Sustainability isn’t just a principle for us—it’s a legacy we’re
building, one green rooftop, reclaimed beam, and solar-lit room at a time.
We strive to redefine what it means to build: not by conquering the land
but by collaborating with it. From homes that cherish every ray of sunlight to
communities that thrive on sustainable principles, we’re committed to
architecture that reflects care, responsibility, and vision. Together, we can
transform the way the world lives and builds—one sustainable space at a time.
Because the future deserves more than shelter; it deserves harmony.
