Home > Term: Brand Architecture
Brand Architecture
How an organization structures and names the brands within its portfolio. There are three main types of brand architecture system: monolithic, where the corporate name is used on all products and services offered by the company; endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement; and freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.
- Part of Speech: noun
- Industry/Domain: Marketing
- Category: Advertising
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Creator
- Sarah Marks
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(New York - NY, United States)