AlinaWheeler-DesigningBrandIdentity

Types of brand architectureVarious marketingstrategists identifiednumerous brandarchitecture scenarios,however there is nouniversal agreementon brand architectureterms.Monolithic brand architectureCharacterized by a strong, single master brand.Customers make choices based on brandloyalty. Features and benefits matter less to theconsumer than the brand promise and persona.Brand extensions use the parent’s identity, andgeneric descriptors.Google + Google MapsFedEx + FedEx ExpressGE + GE HealthcareVirgin + Virgin MobileVanguard + Vanguard ETFEndorsed brand architectureCharacterized by marketing synergy betweenthe product or division, and the parent. Theproduct or division has a clearly defined marketpresence, and benefits from the association,endorsement, and visibility of the parent.iPod + ApplePolo + Ralph LaurenOreo + NabiscoNavy Seals + the U.S. NavyPluralistic brand architectureCharacterized by a series of well-knownconsumer brands. The name of the parentmay be either invisible or inconsequential to theconsumer, and known only to the investmentcommunity. Many parent companies developa system for corporate endorsement thatis tertiary.Wharton (University of Pennsylvania)Tang (Kraft Foods)Godiva Chocolate (Campbell Soup)The Ritz-Carlton (Marriott)Hellmann’s Mayonnaise (Unilever)iPodiPhoneiLifeiWorkiTunesiPhotoiMovieiWebiDVD23