Brand Consulting
Brand architecture
Brand architecture is the system that decides how a business's different products, services or sub-brands relate to each other and to the parent brand, so customers understand what belongs to what.
In practice at Covorn
We decide, deliberately, whether a new offer should sit under the masterbrand, get its own identity, or something in between, based on how customers actually make that decision, not on internal politics. The result is a structure the business can apply the next time it launches something new.
Part of Brand ConsultingWhere this sits in the framework
- Define
When you need this
- The business has multiple products or brands and customers are confused about how they relate.
- Every new launch becomes a fresh debate about whether it needs its own brand.
- An acquisition or new division needs to be folded into the existing brand family.