Welcome to the fifth and final post in our series on brand architecture models. This article will look at source and hybrid brand architecture models, specifically what they are and why they matter. Did you miss the previous articles in this series? Check them out by visiting: What is a source brand architecture model? The […]
Brand Development Posts
The endorser brand model is identified by several key characteristics. First and foremost, the parent company’s name is well-known and guarantees quality. That said, each product carries its own name coupled with a single positioning.
To make a finer point, each new product is a new brand with a unique stand-alone look and identity yet works in concert with the other brands. Most importantly, each brand has an inextricable tie back to the parent company name that, unlike the house of brands model, is largely front and center in the consumer’s mind.
Unlike the branded house model (where all sub-brands are intrinsically connected to the parent or core brand’s positioning), the house of brands model is characterized by a core brand that is largely hidden in terms of consumer-facing. Another key characteristic of the house of brands model is that each product aligns with a single positioning—each new product being, therefore, a new stand-alone brand.
Welcome to the second post in our series on brand architecture models. This article will explore the first of several foundational models: the branded house (or core brand).
Get answers to what it is and why it matters. Future articles will delve into everything you need to know about other models:
House of brand
Endorser brand
Source and hybrid brands
Did you miss our introduction to this series? Check it out by visiting “Brand Architecture Models: An Introduction, Thoughts, and Perspectives.”
“A brand is what people say about you when you’re not in the room.” I love this quote from Amazon founder Jeff Bezos because it perfectly explains how brand reputation management is so much more than just setting up rules about the use of your company’s logo, color palette, or design system.
Your brand identity is shaped by every touchpoint. As you consider your upcoming marketing plans and your brand in the years ahead, here’s a question to consider:
What are you doing to ensure your marketing efforts enhance your brand reputation and make management easier?
Keep reading to learn more about brand reputation management, and check out some curated articles we recommend to spur your brand strategy thinking.
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