Post by alicebapary717 on Feb 15, 2024 3:02:25 GMT -5
Brand architecture consists of several components: A master brand or master brand is the parent company that owns all the sub-brands. The main brand is responsible for the reputation and equity of the entire company, and sub-brands can cross-sell between their audiences. For example, Apple is the main brand for several sub-brands: Apple Music, Apple TV, iPhone, etc. Sub-brands are separate brands that stand "behind" the parent company. At the same time, each sub-brand has its own unique identity and equity, and usually shares values with the main brand. For example, Sprite is a sub-brand of Coca-Cola. Brand extension refers to the use of an existing trademark on new products or services, usually with the goal of increasing profits.
For example, products such as Nesquik, Svitoch, Friskies, Kit Kat, etc., have the Nestlé trademark. In particular, there are several varieties of the brand architecture itself, each of which has its own advantages and disadvantages. Below we talk about it in more detail, and also explain it with specific Greece Email List examples. Monolithic brand architecture Such a structure unites several brands under the parent brand, which is used to increase awareness and customer loyalty. In particular, brands target different audience segments to maximize revenue and reach. The peculiarity is that in monolithic architecture there is one strong, single brand that dominates other sub-brands. Since sub-brands do not have their own identity, they depend on the strength of the main brand.
And while they share the same visual identity, some changes are still acceptable — for example, a change in color. Advantages : Monolithic architecture increases brand recognition among consumers. Consumers will not confuse goods and services, because the monolithic architecture makes it clear that all these brands are part of the same company. Subbrands benefit from the resources provided by the stronger parent brand. Disadvantages : Most sub-brands operate in different industries, which are not necessarily related to each other, so it is not always clear to the consumer what exactly the company does. If there are problems with one of the sub-brands, it can affect the structure as a whole. For example : using Apple's loyal customer base, sub-brands iPad, iPhone, iMac, Watch and TV increase their capital and attract customers. House of brands The House of Brands approach is the exact opposite of monolithic architecture, because this structure has no connection between the main brands and sub-brands.
For example, products such as Nesquik, Svitoch, Friskies, Kit Kat, etc., have the Nestlé trademark. In particular, there are several varieties of the brand architecture itself, each of which has its own advantages and disadvantages. Below we talk about it in more detail, and also explain it with specific Greece Email List examples. Monolithic brand architecture Such a structure unites several brands under the parent brand, which is used to increase awareness and customer loyalty. In particular, brands target different audience segments to maximize revenue and reach. The peculiarity is that in monolithic architecture there is one strong, single brand that dominates other sub-brands. Since sub-brands do not have their own identity, they depend on the strength of the main brand.
And while they share the same visual identity, some changes are still acceptable — for example, a change in color. Advantages : Monolithic architecture increases brand recognition among consumers. Consumers will not confuse goods and services, because the monolithic architecture makes it clear that all these brands are part of the same company. Subbrands benefit from the resources provided by the stronger parent brand. Disadvantages : Most sub-brands operate in different industries, which are not necessarily related to each other, so it is not always clear to the consumer what exactly the company does. If there are problems with one of the sub-brands, it can affect the structure as a whole. For example : using Apple's loyal customer base, sub-brands iPad, iPhone, iMac, Watch and TV increase their capital and attract customers. House of brands The House of Brands approach is the exact opposite of monolithic architecture, because this structure has no connection between the main brands and sub-brands.