The different alternatives to establish the relationship of the brands in a company are known as brand architecture. The brand architecture must be clear, clean, and intuitive. Take advantage of the synergies that may arise from the development of brands, but think through the consumer.
Monolithic
It involves giving the same name to all the products that the company sells, and this name may or may not coincide with that of the company. It is a single brand for all areas and products of the entity. It supposes a great saving in costs, however, if the product that is launched on the market fails, it could affect the prestige of the company.
Endorsement (Endorsement)
The brand is individual but is supported by an established brand. An example of an endorsement strategy is the one followed by Nestlé, where its other brands are supported by it. It is important not to confuse the strategy followed by brands in relation to their architecture with the strategy that a specific brand has in the market to communicate with its consumers.
Multiple (Independent)
The company does not exist for the user and it is the product that commands. As stated, the company has more than one brand. Having different brands can lead to better market segmentation, but at the same time, it can also raise costs.
To maximize the value of a company’s flagship or to ensure that there are synergies between brands that are linked, whether, by merger, acquisition, creation, or division, companies must constantly review their brand architecture.
The components of your brands that you can start to improve or develop this year:
• Logo • Fonts • Corporate colors • Tone of voice • Slogan or tagline
Remember, it is necessary to develop a brand manual, which contains the rules and guidelines for the correct use of the brand, which allows for uniformity in the use of the brand and its components. This manual will serve as a guide so that no one uses the brand
according to your opinion.
