1. lia s. Associates
THE MAGIC OF
BRAND
ARCHITECTURE

2. THE MAGIC OF BRAND ARCHITECTURE
Brand Architecture refers to the corporate relationship between the
parent and all child subdivisions, including its products and services.
Architectural Brand Models help to define and communicate the
relationship between an organisations Primary Brand and that of its
Sub-Brands. In order for a company to appropriately map their brands
and subcategory brands, they need to choose the most suitable
Architectural Brand Model.

3. Some Examples of Brand Architecture Models
HOUSE OF BRANDS
The primary brand is totally
detached from each of its
sub-brands. While each sub-brand
uses their own strategy
HYBRID (Sub Brand & Endorsed)
The primary brand is typically
linked with its sub-brands, while
each sub-brand may host different
facilities, they are all endorsed and
or linked to the primary
BRANDED HOUSE
The primary brand and its
sub-brands all follow the same
branding approach
THE MAGIC OF BRAND ARCHITECTURE

4. TOYOTA 4WD
MPV
Sedan Avalon
Land Cruiser
Camry
Corolla
Citycar Yaris
Mini
MPV
ARDILES
Brand Architecture – SHARED Architecture
THE MAGIC OF BRAND ARCHITECTURE

5. GM Middle class
passenger
& commercial vehicle
Entry level
luxury
vehicle
Performance
vehicle
Light truck, van,
SUV
GMC
Off-road
vehicle
Humme
r
Luxury
vehicle
Cadilla
c
ARDILES
Brand Architecture – ENDORSED Architecture
THE MAGIC OF BRAND ARCHITECTURE

6. HONDA Luxury vehicle Acura
TOYOTA Luxury vehicle Lexus
Gen - Y Scion
ARDILES
Brand Architecture – INVISIBLE Architecture
THE MAGIC OF BRAND ARCHITECTURE

7. MERCEDES-BENZ
The “Three Pointed Star” logo has been in use since the 1920s with
various changes and improvements along the way.
Compact
Executive
Executive E
Luxury S
Mid-size
SUV
M
Roadster /
Sports
SLK
C
ARDILES
Brand Architecture – MASTER Architecture
THE MAGIC OF BRAND ARCHITECTURE

8. ROLLS ROYCE Luxury
Small-luxury Ghost
Phantom
Brand Architecture – MONOLITHIC Architecture
THE MAGIC OF BRAND ARCHITECTURE

9. Sedgwick
Richardson
A CASE STUDY
THE MAGIC OF BRAND ARCHITECTURE

10. SEDGWICK RICHARDSON

11. Creating a shared sense of purpose for a
sustainable urbanisation player.
Ascendas-Singbridge is a
Temasek-linked company, forged from
the merger of two major macro real
estate developers, Ascendas and
Singbridge, each have strong footprints
in India and China respectively. With a
vision of catalysing economic
transformation and enriching lives
through sustainable urban
development, the challenge facing the
newly merged entity was to unify
employees around a shared sense of
purpose and lay the foundations for a
brand-focused culture.
SEDGWICK RICHARDSON

12. SEDGWICK RICHARDSON

13. SEDGWICK RICHARDSON

14. PENTAGRAM
A CASE STUDY
THE MAGIC OF BRAND ARCHITECTURE

15. PENTAGRAM

16. “The refresh brings simplicity and
clarity, with an increased emphasis on
digital applications and an
increasingly international audience.”
PENTAGRAM

19. PENTAGRAM

20. INTERBRAND
A CASE STUDY
THE MAGIC OF BRAND ARCHITECTURE

21. Moving from regional powerhouse to global icon.
What followed was a move that would take the company far from its
roots – as a well regarded South Korean electronics business – and
to propel it into homes across the globe, cementing its position as the
world’s most powerful consumer electronics brand.
INTERBRAND

22. INTERBRAND

23. INTERBRAND

24. LANDOR
A CASE STUDY
THE MAGIC OF BRAND ARCHITECTURE

25. LANDOR

26. Building a civilization
“To take full advantage of the power of the iMac Pro and show what it
could do, we created a genre of architecture that no one had seen
before. Forget one building: We built a civilization”.
LANDOR

27. A world of infinite details
What starts as a rudimental geometry, evolves, thanks to algorithms
and code, into a complex civilization that grows organically and
eternally.
LANDOR

28. LANDOR

29. VIVALDI
A CASE STUDY
THE MAGIC OF BRAND ARCHITECTURE

30. Pinning our hopes on a new retail concept
With the 2012 London Olympics rapidly approaching, Samsung
wanted to make a splash with the launch of its new phone, the
Galaxy SIII, by incorporating an innovative customer experience.
VIVALDI

31. VIVALDI

32. VIVALDI

33. VIVALDI

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lia s. Associates