Thoughtful Strategy

Build Your Brand Architecture Bracket

Brand architecture is a strategic framework that defines how a company’s brands, sub-brands, and products are organized.

As March Madness starts flooding the mediascape, the team here at Fig Industries is focused on a different kind of bracket for our monthly insights—one that can help your brand navigate mergers, transitions, and new ventures on the horizon this year.

Brand Architecture is an organizational strategy that defines the structure of your portfolio of products or services, using one of four methods. That structure defines how your brand, sub-brands, or multiple brands relate to each other, and once defined, is best communicated in the bracket-like structure you’ll see below.

We’re bringing you a brief overview of each of the four types, and our team of brand experts are here to help you navigate the process of choosing the right structure for your business and your future.

Types of Brand Architecture

House of Brands: Freestanding

This structure includes several different brands, each independent of one other. Example: Disney

House of Brands: Endorsed

This structure includes sub-brands whose name and identity come first and is supported by the parent brand. Example: Marriott

Branded House: Monolithic

This structure establishes a parent brand whose name and messaging leads all company offerings and sub-brands. Example: FedEx

Branded House: Sub-Brand

This structure includes sub-brands, often for individual products, with visuals and messaging referencing the parent brand. Example: Google or Apple