B2B Brand Architecture

As a business grows, the typical expansion plan is to diversify the variations or models of a particular product; or to offer an even greater plethora of products catering to diverse needs and objectives. Given the complexity of the product portfolio of companies, how can companies create a meaningful relationship between their corporate brand and their product sub-brands such that their respective brand equities are sustained and enhanced in the long term?

There lies the importance and necessity of creating and developing a brand architecture system. Building coherent brand architecture is a critical part of a firm's overall brand strategy, because it provides a structure to launch strong brands into other markets, assimilate acquired brands, and integrate strategy across markets. Just as architectural plans provide the basis for a sound building, good brand architecture establishes the plan for developing a sound brand strategy. This objective remains the basis for the design and development of Metis™, a model that allows business leaders to streamline their businesses and decide on the brand architecture system that best fits their business model. Formulating sound brand architecture concerns the formulation of basic principles to guide the effective use of the brand by its holdings company and varied subsidiaries, in the local and global marketplace. These principles would also establish the rationale for harmonising branding decisions at different levels of the organisation; and across different geographic locations.

The decisions then steer strategic organisational direction – indicating which brands should be emphasised, at what levels in the organisation; how brands are used and extended across product lines and countries; and the extent of brand coordination across national boundaries. This process and outcome is termed the brand architecture.

Metis™ provides our clients with a structured process of configuring their portfolio of brands to help them distinguish their products from their competitor’s products as well as segment their portfolio to cater to different target markets.

With Metis™, the structural organisation of brands is achieved.