Brand Architecture impacts a firm’s organic growth strategy and firm profitability.
Build a Strong and Durable Brand with Brand Architecture
This simply refers to several brands that are within a singular entity and how they are differentiated from each other. These differences may not be so evident in colours as these brands might share similar colours, but each brand does something entirely different from the other. For example, the FedEx brand, and the Google brand.
Benefit of Brand Architecture
Provides competitive advantage through optimal market coverage
Clarifies strategy by identifying gaps and overlaps
Provides leverage through marketing efficiencies for existing brands and line extensions
Facilitates development of visual identity systems