Brand Architecture

Strategize your brand portfolio to connect with different market segments

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Brand Architecture

Area of intervention

Competitive Analysis

Consumer Research

Market Trend Research

Positioning Strategy

Brand Concept Creation

Narratives & Storytelling

Brand Architecture

Brand Experience

Advertising Creativity

Naming & Verbal Identity


Appart_ assist in crafting comprehensive brand architecture solutions

that seamlessly integrate into brand strategy. By analyzing and understanding the segmentation and structure of brands within an organization, we offer tailored structural suggestions for large brand portfolios. We specialize in determining the right brand structure, whether through a sub-brand approach, house of brand approach, or a hybrid model based on business goals and market positioning.

Our services extend to designing new brands under an umbrella

or reshaping main mother brands while focusing on packaging concepts, product portfolios, and naming strategies. When addressing packaging and products, we meticulously map offerings into segments that align with diverse consumer needs, categorizing them based on pricing structures, functional approaches, and emotional values to ensure a strong brand delivery.

Appart_'s approach to brand architecture

is research-driven and showcases our commitment to blending business objectives with creative vision. We emphasize key components such as brand hierarchy models like the Branded House or House of Brands, delving into parent and sub-brand relationships to ensure consistency and foster differentiation. Our methodology is reflected in successful case studies that highlight our innovative and effective branding solutions.

In the digital realm,

Appart_ aid in integrating brand architecture strategies across various platforms, ensuring cohesive branding on websites, social media, and online presence. We not only maintain brand consistency but also foster innovation, offering solutions that resonate across diverse industries and businesses.

During the evaluation and evolution stage,

we focus on continual monitoring of brand performance within the designed architecture, making adjustments aligned with emerging market trends and business growth trajectories. This dynamic approach underscores the importance of ongoing support and consultation to adapt and evolve brand strategies effectively.

Appart_ invites businesses to leverage our expertise

in shaping robust and adaptable brand identities. We understand the significant value a well-crafted brand architecture brings to businesses and are committed to providing strategic solutions that align brand identities with corporate values, ensuring a clear and unified brand presence that resonates with customers.

Do you still have questions?

Find answer in our FAQs

FAQ: Brand Architecture

1. What is Brand Architecture and Why is it Important in Brand Strategy?

Brand architecture is the structured system that organizes a company's brands, products, and services to help customers understand their offerings and relationships. It's crucial in brand strategy as it clarifies brand hierarchy, ensures consistent messaging across sub-brands, and aids in strategic marketing and brand expansion decisions. Effective brand architecture simplifies decision-making for consumers and strengthens brand equity by providing a clear, coherent identity.

2. How Does Brand Architecture Affect a Company's Overall Brand Identity?

Brand architecture plays a pivotal role in shaping a company’s overall brand identity. It defines how different brands within a company relate to and differentiate from each other. This structure influences customer perception and loyalty, as it ensures that each sub-brand consistently reflects the company's values and promise. A well-designed brand architecture aligns individual brand identities with the overarching corporate identity, creating a unified and powerful brand presence.

3. Can Brand Architecture Evolve Over Time, and How Should Companies Manage This?

Yes, brand architecture is dynamic and can evolve as a company grows, diversifies, or rebrands. Companies should manage this evolution by regularly reviewing their market position, customer needs, and competitive landscape. Adjustments may involve redefining relationships between brands, introducing new brands, or consolidating existing ones. It’s important for companies to manage these changes carefully to maintain brand integrity, clarity, and customer loyalty.

4. What Are the Common Models of Brand Architecture, and How Do Companies Choose the Right One?

The common models of brand architecture include the Branded House (e.g., Google), the House of Brands (e.g., Procter & Gamble), the Endorsed Brands (e.g., Courtyard by Marriott), and the Hybrid Model. Companies choose the right model based on their business goals, market positioning, and the level of autonomy they want for their sub-brands. The choice depends on factors like market diversity, brand heritage, customer segments, and how closely they want their sub-brands to be associated with the parent brand. It’s a strategic decision that requires careful consideration of the company’s long-term vision and market dynamics.

Our clients

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“Working with Appart_ was the right decision from the very first moment. They helped us transform our brand and grow our product portfolio which successfully achieved our goal of international market expansion.”


“As the number one sanitary brand in Europe we needed an agency up to the same stands which was able to adapt and develop our marketing strategy for the South East Asian markets.”


“Appart_’s analysis and understanding of our consumer needs and market trends was beyond expectation. Their thorough research and inventive process help us gain innovative potential and growth.”


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