Published: 25 April 2022
Brand architecture is increasingly important for technology and service providers. It communicates the relationship between corporate business strategy and the product portfolio. Technology product marketers can use this research to influence decisions around brand architecture.
Five basic types of brand architecture exist: branded house, subbrand, endorsed brand, shadow endorsement and house of brands architectures. Each has advantages and disadvantages. When technology product marketers take a “mix and match” approach, they run the risk of creating an imbalance, resulting in confusion for buyers.
For technology and service providers (TSPs) pressured by growing or changing product portfolios, shifting focus to the build-out of a more intentional brand architecture results in less friction over time.
To evaluate and influence adjustments to the company’s brand architecture to better meet future needs and grow differentiation, tech product marketers must:
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