Brand architecture is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another.
—The Chartered Institute of Marketing Successful communication programs are built on clear and consistent brand architecture, one that communicates the appropriate tone to all audiences and ultimately answers the question: What do you want to be?

The process to develop brand architecture involves answering six questions:

  • 1. How do portfolio brands relate to the corporate brand?
  • 2. What do brands derive from the parent brand? And what do they give back?
  • 3. What role does each have in the portfolio? What needs does each meet in the market?
  • 4. Are product brands sufficiently differentiated?
  • 5. Does each audience understand the differentiation?
  • 6. Is whole brand architecture greater than the sum of the parts, communicating intangibles such as passion and history?