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Building Understanding

Brand Architecture

What is brand architecture?

As the phrase suggests, architecture is the organising structure that lies behind your brand. It encompasses every aspect of the business from the parent company to divisions, products and services. The right brand architecture makes your business easier to understand and allows specific audiences to form strong relationships with your business. It also makes your business easier to manage.

For example, it can improve brand investment decisions by clarifying what you are investing in – parent, sub-brand or stand-alone brand – and why. We can advise you on what architectural model may be the most appropriate, help you interpret it, and then bring the brand architecture to life.



The University of Tasmania