Brand architecture also involves deciding the range of portfolio brands. It throws light on the some issues like how far a brand (Megabrand or sub brand) should be stretched horizontally in the brand hierarchy tree? How far should they be stretched vertically in to the different markets? The brand range can be described for each brand in the portfolio that spans product classes or has the potential to do so. The above issues must be analyzed by organizations by distinguishing between the brands in its role as an endorser and master brand and recognize that sub brands and co- brands can play a key role in leveraging brands.
So in nutshell, for any firm the objectives behind designing and maintaining effective brand architecture are –
- Create effective and powerful brands.
- Understand the portfolio roles of each brand (strategic, silver bullet, linchpin and cash cow) and allocate the brand building resources in that manner.
- Create synergy between brands by enhancing visibility, creating and reinforcing associations and cost efficiencies.
- Advance clarity of product offering to the customers and organization
- Leveraging the brand equity by proper brand and line extensions exercise
- Provide a platform for future growth option to the organization.