Brand architecture and naming

Within a portfolio of brands or companies it is crucial to clarify the relationship between them.

In some cases it might be best to have very distinct brands with no overt relationship, for example you may not want your everyday high street customers to know that you have a high end offer aimed exclusively at your richest customers. At the other extreme you might want to show the variety and range of different products that you have on offer, as a way of communicating how you consider your customers’ every need.

Brand architecture is about identifying exactly what is the most appropriate relationship between the brands in your portfolio. The most effective way to do this is by looking at the portfolio through your stakeholders’ eyes – how do they see your brands? What structure will most help them in their relationship with these brands?

Nutreco IconNutreco Icon (rollover)ForFarmers IconForFarmers Icon (rollover)Isle of Man IconIsle of Man Icon (rollover)Lamprey Energy IconLamprey Energy Icon (rollover)American Express IconAmerican Express Icon (rollover)Serco Icon (rollover)Fremantle Trust IconFremantle Trust Icon (rollover)London & Partners IconLondon & Partners Icon (rollover)
What really makes you different, what is your USP?
How can you get your staff to be more engaged with your organisation?
So... where do you start to brand a city?
What do your stakeholders think your brand proposition is anyway?
Is your marketing as effective as it could be?
What do your customers really think of you?