Brand architecture
brænd ˈɑːkɪtɛkʧə
Brand architecture is the strategic structure that defines how all the brands, sub-brands, products, and services within an organisation relate to one another. Think of it as your brand’s family tree with clear roles, relationships, and naming rules.
Why it matters
When your brand architecture is clear, customers know what belongs together, what’s part of what, and what they can expect. It helps avoid confusion (and cannibalisation), streamlines brand decisions, and sets the foundation for scaling, whether you're launching a new product or acquiring a company.
It also answers questions like:
Do all our offerings sit under one name (a branded house)?
Do they stand alone (a house of brands)
Where does this new product live?
See also
Branded house • House of brands • Brand hierarchy
