{"id":2319,"date":"2024-03-01T18:03:44","date_gmt":"2024-03-01T14:33:44","guid":{"rendered":"https:\/\/dgding.com\/en\/?p=2319"},"modified":"2024-03-12T13:46:31","modified_gmt":"2024-03-12T10:16:31","slug":"what-is-brand-architecture","status":"publish","type":"post","link":"https:\/\/dgding.com\/en\/what-is-brand-architecture\/","title":{"rendered":"What is brand architecture?"},"content":{"rendered":"

Brand\u00a0architecture<\/strong>\u00a0is one of the key topics in the field of\u00a0brand\u00a0<\/strong>and branding<\/a>\u00a0.\u00a0Brand architecture comes up when you have two or more products and you want to decide on branding for them.\u00a0In other words, it is considered in branding for a basket of products.<\/p>\n

So if you have more than one product in your business or are interested in\u00a0learning about\u00a0branding strategies in multi-product businesses , this article can probably be useful for you.<\/strong><\/p>\n

It is necessary to emphasize that there are various frameworks and names in the field of brand architecture.\u00a0For example, consider Snap, which has brands such as Snapbox, Snaptrip and Snapdoctor under its umbrella.\u00a0Some analysts call this model of brand management\u00a0Branded House<\/strong>\u00a0.\u00a0While another group of brand analysts\u00a0call this branding method\u00a0Sub-branding .<\/strong><\/p>\n

Brand development<\/h2>\n

When you always use the brand extension strategy in your brand architecture, after a while you will have a wide range of products and services, all of which are under the umbrella of one brand.\u00a0In branding literature, this strategy\u00a0is called\u00a0Branded House .\u00a0<\/strong>It means that you have built a house and you have chosen a brand for it and you have placed all your products in this house.<\/p>\n

Companies such as Samsung, Sony, HP, Siemens, and Danone have used the Branded House strategy in a large part of their products.<\/p>\n

Many of us know Mehrgiah brand.\u00a0A wide and diverse collection of teas are marketed with this brand.\u00a0Now suppose the managers of this business also set up a tomato paste factory.\u00a0What is the best name to choose for the products of this factory?\u00a0What should be the branding strategy for the tomato paste product?<\/p>\n

Is it better to sell tomato paste with the same Mehrgiah brand?\u00a0Or is it appropriate to consider a completely different brand for the paste?<\/p>\n

Now let’s assume that the same Mehrgiah collection decides to launch a publishing house.\u00a0What do you think about the publishing brand?\u00a0Is it the same plant?\u00a0book seal\u00a0Or basically an independent name and brand?<\/p>\n

When we go to the second and third products, goods or services, such questions and concerns are raised and the answers we give to these questions will build our brand architecture.<\/p>\n

Suppose you have a well-established and established brand and you have launched one or more products with that brand.\u00a0Now that you have a new line of activity or product, one of the first options that comes to mind is to market the new product or activity with the same existing brand.<\/p>\n

Imagine Samsung.\u00a0This company markets its televisions and refrigerators under the Samsung brand, and when it decides to enter the digital camera market, it uses the same Samsung brand.<\/p>\n

This strategy of using your existing brand for new products and activities\u00a0is<\/strong>\u00a0called brand extension.\u00a0Because by doing this, you have practically expanded the territory of your brand and created a space for your brand to cover a wider range of products.<\/p>\n

A group of branding experts and experts use the two terms Brand Stretch and Brand Extension interchangeably.<\/p>\n

But another group believes that a distinction should be made between these two terms.\u00a0This second group says that it is better to use Brand Stretch in cases where there is similarity between products.\u00a0When Avila uses the same Avila brand for its sesame oil in addition to sunflower oil, it can be said that it has used the Brand Stretch model in its brand architecture.\u00a0Also, maybe the use of plant stamp for tomato paste can be considered as an example of Brand Stretch.<\/p>\n

On the other hand, Brand Extension is used when a brand is used for a completely different and unrelated product or activity.\u00a0For example, the use of the plant seal for publications can be considered as an example of Brand Extension.<\/p>\n

Of course, don’t forget that these divisions are somewhat subjective.\u00a0For example, what criteria is there to consider tomato paste and tea as close?\u00a0Maybe someone sees this product as completely separate and independent from each other.<\/p>\n

\"Brand<\/h2>\n

Brand development strategy<\/h2>\n

There is no definite order or ruling in the field of brand architecture.\u00a0No one can insist that this method is right or that method is wrong.<\/p>\n

You can offer tomato paste with the Tekmacaron brand, which clearly mentions pasta, and people will buy it and be successful, as Tekmacaron has done.<\/p>\n

On the other hand, it is possible to launch two relatively similar products under the exact same brand and not be successful, as car manufacturers gradually learned after many years of selling all their products under the same brand, that sometimes some models of their cars with Offer a different brand and do not expand the brand.<\/p>\n

Some brands evoke exactly one specific product group.\u00a0For example, when we hear the brand Iran Khodro, it is natural that we associate a car in our mind.<\/p>\n

In contrast to some other brands, they simply evoke a set of features.\u00a0Think of Bosch, for example.\u00a0Bosch does not bring a specific product to mind.<\/p>\n

Rather, it is more associated with features such as durability, quality and high performance.<\/p>\n

Naturally, when your brand evokes a specific product group, choosing a\u00a0brand development<\/a>\u00a0strategy is not so simple.\u00a0But when your brand evokes a set of attributes, brand development can be defensible.<\/p>\n

Compatibility of the brand with the product<\/h2>\n

Consider a hypothetical brand called Hadid.\u00a0Suppose this brand offers shawls and scarves.\u00a0One of the messages of “Hadid” is softness.\u00a0If the brand goes for Brand Extension and wants to launch even an unrelated product like tissue, Hadid can still be used with the same message of softness and tenderness.<\/p>\n

As another example, consider Bank Parsian.\u00a0For many of its audience and customers, Parsian is associated with financial services.\u00a0It is natural that when Parsian wants to start an insurance company, he comes to the conclusion that the same Parsian brand can be used and can go to brand development.<\/p>\n

In contrast, consider a brand like Hepco.\u00a0This brand is associated with heavy machinery and industrial products.\u00a0If Hepco wants to enter the field of precision instruments one day, it may come to the conclusion that this brand is not very relevant to the precision and elegance that are the characteristics of precision instruments and decide to introduce a new brand.<\/p>\n

Appropriateness can have different criteria.\u00a0Among these criteria, the following can be mentioned:<\/p>\n