A brand architecture can express two slightly different things:
-In a strategy of independence, the institutional brand (e.g. Nestlé) disappears behind the daughter brands: Nespresso, Nescafé to address different markets
-In an umbrella/institutional brand strategy, all sub-brands share the same brand name and are differentiated in their description: Google books, Google Groups, Google videos, Google translate, etc.
We talk about brand architecture as opposed to brand structure when brands and sub-brands have a common marker – in our examples, it is NE for the Nestlé Group or Google in the 2nd case.
Why build a brand architecture?
In both cases, it is about reinforcing the notoriety of a brand, its positioning and its visibility to address different segments and needs. The brand structure is also used to organize a range of products and services in a more visible and efficient way, and increasingly the organization of Data.
In the most complex cases, this involves reorganizing product and brand structures of several thousand entities. Admarka has worked for large industrial groups such as Constellium or Alstom in this field.