Many brand architectures have grown historically. What has evolved over the years or once seemed logical, is often later incomprehensible to either employees or customers. We can help you to optimally align your brand architecture, maximize synergies and minimize costs.
There are various strategic options for designing the brand architecture: Between the classic branded house, in which all offerings are managed under one umbrella brand, and the house of brands, in which all brands are managed separately, there are numerous variations.
These strategic options for designing brand architectures do not usually occur in pure form in companies, but are combined with one another depending on the business area. It is increasingly common to see complex brand architectures in which one can no longer see the forest for the trees. Reasons for this include the acquisition of other companies or the external mapping of internal structures and business units.
In order to develop their full power, brand architectures must be structured in such a way that maximum synergies between the umbrella brand and subordinate brands are created, thus enabling increased impact and cost savings. Similarly, in the case of strong brands under the umbrella brand, the necessary independence and autonomy must be ensured.
Impact-related classification of brand architectures
We bring clarity and structure to your brand architecture and develop systematics for the future integration of additional brands and products. In doing so, we maximize the synergies between the brands and exploit cost-cutting potential. By sharpening promising brands and eliminating weak brands, we set the course for economic success and growth.
We increase the success of your brand. Contact us.
