Brand architecture is the structure that organizes a company's sub-brands and product lines, serving as a blueprint for how a company connects its brand portfolio. It determines whether brands cross-promote or stand independently, influencing consumer perception.
PepsiCo's brand architecture illustrates how different sub-brands like Pepsi and Quaker Oats are interconnected, showcasing the relationship between various brands and their product lines, ultimately guiding marketing strategy and customer association.
For smaller brands, introducing sub-brands can make sense from a messaging perspective, such as how Dominion City Brewing Company launched City Seltzer after the success of a non-alcoholic seltzer at a festival.
Visualizing inter-brand relationships through a brand architecture diagram helps stakeholders understand how consumers perceive the brand, providing a comprehensive view of the brand portfolio's structure and dynamics.
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