How to Build a Successful Brand Architecture: A Detailed Guide

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After the news broke that the Nova Poshta group of companies was changing its name to NOVA, we decided to deal with branding in marketing. In addition, we all remember that such well-known Ukrainian brands as Rozetka, Vodafone Ukraine, Uklon and others underwent rebranding.

Businesses are constantly changing: they evolve, expand, add new products and services, and sometimes even sub-brands. This creates challenges in managing a brand portfolio, determining the right position for customers, and making informed business decisions.

Thus, Kyivstar created the sub-brand Kyivstar canada telegram data TV to provide digital television services, and Lviv Brewery created the sub-brand Lvivske 1715 to produce premium beers. In addition, Nova Poshta, which we have already mentioned, launched the sub-brand Nova Poshta Pro to serve business clients.

Brands with a clear architecture receive 3.5 times more attention than others because they are easier to recognize and identify. The lack of brand architecture in companies that expand their product range, merge, and deepen can lead to confusion both within the team and in communication with customers.

So, what does brand architecture mean, why is it important, and what types exist? How to create an effective brand architecture and what to pay attention to? These questions will be discussed in this article.