Endorsement Architecture

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As we have seen, the main mission of Marketing Branding is the creation and development of the brand, and to do so, it is essential that we delve into the concept of architecture.

What is brand architecture?
Architecture is a system that organizes brands, products and services to help consumers access and engage with them.

A successful architecture allows users to form opinions and preferences for an entire family of firms by interacting or learning about one or more.

The three most common types of architecture
The most common models we can work with when designing our architecture are:

Monolithic.
Endorsement.
Multibrand.
We look at them in more depth.

1.- Monolithic Architecture
The monolithic architecture model uses the same corporate albania phone number list identity and logo for all brand divisions that hang off the main one.

There are many that use this type of architecture in their marketing branding but I would like to highlight some of them as an example: Virgin, Amazon, Acciona or Fedex.

The main advantage of this model is that it allows us to maximize investment efforts by sharing the same logo and corporate communication.

On the other hand, a company with a monolithic architecture faces reputational risks that can affect it and spread in a cascading manner to the rest of the companies.

Finally, monolithic architecture presents problems when it comes to positioning different brands correctly.

The Endorse model enables the presentation of the umbrella brand while allowing the development of the rest individually.

We also find many firms with Endorse type architecture on the market.