Illustrations of Brand Architecture

Group 7
Annesha Chaudhuri
Anshul Bhatkar
Ajinkya Somvanshi
Neha Arolkar
Harshdeep Sagar
Spandan Saha
Applications

Addition of a new brand to the

master brand's portfolio

Change in brand strategy by

modifying current architecture
 House of Brands

Not connected Shadow Endorser

Notconnectedvisiblyto Notconnectedvisiblyto
endorsedbrandandconsumers endorsedbrand,butmany
havenoideaaboutthelink consumersknowaboutalink
 Endorsed Brand

Token Endorsement Linked Name Strong Endorsement

Inanycase,thetokenendorser Whereanamewithcommon Anendorsementbyanestablished
willnothavecentrestage;the elementscreatesafamilyofbrands brandprovidescredibilityand
endorsedbrandwillbefeatured withanimplicitorimpliedendorser substancetotheoffering
 Sub-brands

Co-Drivers Master brand as driver

Whenbothmasterbrand Inaddition,themasterbrand,
andthesubbrandhave unlikeanendorserbrandwill
majordriverroles haveamajordriverrole
 Branded House

Different Identity Same Identity

Whenthesamebrandis Samenichecategoryof
usedacrossproducts, products
segments,andcountries
 Disagreements
Virgin - same identity - different identity
Virgin Vie Sub-brand as co-driver different identity

Limitations
Brand architecture is time variable
Post M&A, difficult to map
Difficulty in positioning due to different level of
awareness
Thank You
 Possible Modification
Token endorsement from Endorsed Brands to Sub-brands
renamed as Sub-brand as Driver.

Possible jumps

Not connected - Shadow endorser

Strong endorsement - token endorsement
Sub-brands - branded house
Same identity - different identity
 Not Connected
House of
Brands Shadow Endorser

Linked name

Endorsed
Brands Strong Endorsement

Brand Relationship Sub-brand as a driver

Spectrum
Master Brand as Driver
Sub-Brands

Co-Drivers

Different Identity
Branded
House
Same Identity