Brand architecture is one of those terms often used in place marketing and branding. But what does it actually mean? Answers from our place brand research panel reveal that there exist different interpretations and approaches to brand architecture. Below a summary of insights shared by the panel.
What brand architecture means
Brand architecture for a place brand defines the relationships, structure and links that exist between the brand’s key internal locations and partners, and how they fit in the external geographical, thematic and marketing context. It relates to the synergy and advantages that can be achieved when they are sharing strong common attributes or DNA that are in demand by target audiences.
Andrew Hoyne (Hoyne Design, Australia), adds that brand architecture "goes well beyond logos and is driven by understanding the relationship of all the visual and tonal assets." He further stresses that those can include distinct precincts, programs and events.
Broadly speaking, "brand architecture is about strategical and tactical relationships between different brands in the same portfolio" (Caio Esteves | Places for Us, Brazil). It is, according to Efe Sevin (USA), about "how you coordinate various sub-brands under one name."
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