Business structure and brand architecture

Systemisation of brand architecture

Corporations may preside over a number of business units and affiliates or group corporations, under which there may again be a range of products and services.

In branding, these are strategically systematised and the corporation then explores whether the way in which that system is presented is effective for the overall business and branding.
The method of displaying the brand architecture can be divided into three categories according to the relationship between the master brand and its sub-brands.

• 01

  Monolithic:

  The expression of the master brand and the sub-brands assumes virtually the same form. It is immediately clear that they belong to the same corporation or group.

• 02

  Supported:

  While a commonality and connection is maintained between the master brand and its sub-brands, the expression is varied slightly.

• 03

  Individual:

  The forms of expression of the master brand and the sub-brands are completely different. It is difficult to recognise them as belonging to the same corporation or group brand.

Danske Bank - Brand Architecture

Brand architecture