Have The Right Brand Architecture Strategy ?
It is quite important to understand the relationship between the brand and its sub-brands by the customers and employees. This could be achieved by defining a well established brand architecture strategy so as to extend the brand into other categories. This system makes it possible for the audience to think about a set of expectations about the brands. The benefit of such a system is that the portfolio of brands could be created in a more obvious manner. Employees will be benefited as they will understand the company’s strategy that would help them to understand the selling criteria of different brands. Brand architecture system is a good platform for launching new products, extension of brands and sub-brands. The barriers for growth get reduced through acquisition and a strategic direction is provided for the design language and corporate identity design system. If the branding system satisfy all these possibilities then it becomes a right brand architecture system.
A right brand architecture strategy questions the following points before a brand is created :
1. The purpose of creating the brand ?
2. The growth and expansion strategies of the company ?
3. What will be the relationship of the new brand with the other brands/sub-brands ?
4. Market strategy after the launch of the brand ?
5. What if the brand expansion fails ?
6. How to recover if the strategy fails ?
A right system will focus on all of these points and give special consideration before creating or acquiring any brand since brands play a
great role in the lives of the audience.
These systems help in the transfer of messages and services more effectively so that the target audience get to know what they actually
want to know and they get what they are looking for. A stage gets set so as to easily add products with the growth of the brand. The branding design of the brands and the sub-brands gets better. All this together leads to high rate of returns as a whole. Brand architecture design describes corporate identity design as a structural plan that allows everything to fit in easily by arranging the relationship between the main company and the brands and sub-brands related to it. In short, defining how to brand and what to brand.
All the other components of the brand come later, firstly brand architecture sets the foundation of the brand. The highest rankings for the brand architecture must be focused. Only after deciding the brand architecture, rest all components must be decided according to a planned strategy. A right brand architecture system clearly defines the levels of branding and existence of brand types. It basically defines a structure upon which a brand is build. The system defines the purpose of creating the brand, helps in the expansion of the brand, improves the relationship between a brand with other brands, makes recovery plans if there’s a risk of the strategy getting failed.
It is necessary for the companies to have a right brand architecture system to as to progress smoothly and reach to much heights.
