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Brand architecture is the system of names, products and brands that make up your brand portfolio and the way brand equity flows between and among them.

Optimal Brand Marketing Research Helps Customers

Having the optimal brand architecture means you have a tool to help your customers choose your products and services as well as a tool that works within your company to facilitate new product development, naming and marketing resource allocation.

Most marketers do not use their brand architecture effectively to manage their brand strengths. Indeed, in many companies, brand architecture is a marketing after-thought.

Use Brand Marketing Research To Optimize Brand Architecture

Using brand marketing research to research your brand architecture will tell you whether the target segments understand how the brands in your portfolio fit together, whether they can identify those brands that are “just right for them” and whether they understand the differences between your brands.

Having the knowledge of how your brand portfolio is perceived by your target segments will tell you where brand relationships are confusing, where messaging can address this confusion and, perhaps, where re-branding is required.

Confusing Brand Architecture Costs Money

An ineffective, confusing brand architecture can cost your company money and time in explaining to the customer how they select your brands. Strengthening your brand architecture can make your marketing efforts more targeted, efficient and cost-effective.