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Some clients want to move beyond a simple Nomenclature System to a comprehensive Brand Name Architecture. While a Nomenclature System provides the specific guidelines for how to develop future names, a Brand Name Architecture examines the strategic relationships between all of your brands, your brand hierarchy, the messaging associated with each, how to optimize your brand portfolio and much more.

Once constructed, your Brand Name Architecture will provide a clear road map of where you are today and where you need to go to maximize Brand ROI throughout the company. It will provide you with the tools to educate everyone in the company regarding the value of your brands and how to effectively nurture them.

While the traditional tree structure is one way to portray a brand architecture, we also evaluate other ways including Brand Molecules. First popularized by Sam Hill and Chris Lederer in their book, The Infinite Asset: Managing Brands To Build New Value, the molecule lets you analyze and tweak more complex relationships than a simple tree structure allows. It highlights the relationships and roles between brands, sub-brands, product families and external influencers. It helps identify the future actions required to optimize the Brand Name Architecture (what brands need to be pruned or added, how should equity be transitioned, where should messaging be re-focused). The fictitious Tiger example in the link below could represent a line of high performance speed boats.

SEE TIGER BRAND MOLECULE >