What Is Brand Architecture? [+3 Types of Brand Architecture]

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7 min. read
Macy Storm
Macy Storm
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Senior Content Creator
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Did you know that the same parent company makes Herbal Essences and Febreze?

Or that Crest toothpaste and Charmin toilet paper also come from that same corporation?

When you look at these brands in the grocery store, you may think they’re overseas chinese in canada data separate companies –– but they’re not. All these brands are part of Proctor and Gamble’s brand architecture.

But what is brand architecture?

On this page, we’ll provide you with everything you need to know about branding architecture, like:

What is brand architecture?
Types of brand architecture
Why a clear brand architecture matters
Keep reading to learn more!

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What is brand architecture?
Brand architecture is the organizational structure of your company’s branding. It involves organizing assets like your products, services, and sub-brands. This structure shows consumers how sub-brands are part of a bigger organization and how these sub-brands relate to each other.

3 types of brand architecture
There are three main types of branding architecture you can use for your business:

House of brands
Branded house
Endorsed brands
Let’s dive into more detail about these different types of brand architecture:

1. House of brands
The house of brands structure is that like Proctor and Gamble (P&G) –– the corporation has multiple, distinct brands in different sectors. P&G has brands from baby care to feminine care to home care.

Scrolling through products Proctor and Gamble offers

The house of brands architecture has a master brand that can have competing brands in the same segments. P&G, for example, owns Luvs and Pampers, which are two competing diaper brands.