BRAND ARCHITECTURE FOR COMPETITIVE ADVANTAGE

Summary from the TLDR Marketing newsletter

Brand architecture plays a big role in gaining a competitive edge. There are 4 major approaches to structuring brands: house of brands, endorsed brands, sub-brands, and branded house. This article explains how each strategy is different and shares examples from companies like Volkswagen and Unilever. It showcases how these companies strategically aligned their brand portfolio to improve customer appeal and market position.