Brand Architecture

Defining the most effective relationships between brands in a portfolio.

Brand Architecture strategy guides how one brands various offerings in a portfolio - should they all be under one brand or many brands?

Having many brands can allow one to focus more easily on specific needs and segments of the market  but it is also more difficult to control many brands and they require greater investment, resources and time. As a rule of thumb, one should only create a new brand if one brand won't be able to stretch across an offering.

To inform the brand architecture strategy, Yellowwood looks at the role of the brand both inside and outside the organisation. The strategy needs to support the business strategy as well as clarify the offering and enable customers' purchase decision making and therefore requires thorough consideration.

A clearly defined brand architecture strategy enables focus and consistent branding decision making that leads to brand optimisation.

Brand Architecture


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Client Results
Corporate brand name generation and identity creation in a rapidly changing media landscape
Avusa (previously Johnnic Communications) was a traditional media company looking to prepare itself for an exciting digital future. It sought a corporate name, brand image and identity that would reflect its new strategic intent.
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 Clever, highly professional and rigorous. 
- Jan Newman, NLA, CEO
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