Glossary

What is brand architecture?

Brand architecture is how a company organizes its brands, products, and services, and how they relate to each other by name and design.

Why it matters

Without a plan, every new product gets its own name and logo, and customers stop seeing the connection. Architecture decides what shares the parent brand and what stands alone.

Example

A branded house puts one name on everything, as Google does with Maps and Drive. A house of brands keeps them separate, as Procter & Gamble does.