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How can you manage brand architecture for different markets?

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Brand architecture is the way you organize and present your products and services to different markets and customers. It helps you communicate your value proposition, differentiate your offerings, and leverage your brand equity. But how can you manage brand architecture for different markets, especially if they have different preferences, cultures, and regulations? Here are some tips to help you create a consistent and effective brand architecture across markets.

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Sandeep Das

Strategy & Transformation Consultant
Sachith Sankrani

FMCG Branding & Packaging Design Specialist
Stephan Koning

Strategic Sales Consulting & Custom Software Solutions || China Sourcing with SinoImportSolutions

1 Understand your markets

The first step is to research and segment your markets based on their needs, behaviors, and expectations. You need to understand what drives their purchase decisions, how they perceive your brand and competitors, and what gaps and opportunities exist in each market. You can use tools like market analysis, customer personas, and value proposition canvas to gain insights and identify your target segments.

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Sachith Sankrani

FMCG Branding & Packaging Design Specialist
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Having worked on global brands launching in India and Indian brands going global, I see a lot more flexibility in the way brand architecture frameworks have evolved! With rapid changes in consumer needs and shopping behaviour, multinational brands are being forced to adapt to cater to local sensibilities.

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Stephan Koning

Strategic Sales Consulting & Custom Software Solutions || China Sourcing with SinoImportSolutions
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When it comes to your market, it's like getting to know a friend. Skip the tools for a sec, real talks matter. What makes them tick? How do they see your brand?

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Sandeep Das

Strategy & Transformation Consultant
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Ideally, and also from a practical point of view, brand architecture should not differ too much market by market. If there are too many differences, you are not then managing your portfolio, but fragmenting it. Regardless of whether it is a branded house or house of brands, architectures should stay consistent across markets. The differences should only crop up at a sub-brand or variant level (which is when local market differences start making an impact). Regardless of how centralised or decentralised brand management is, brand architecture should still attempt to manage a global brand portfolio in a disciplined and effective way.

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2 Choose your architecture type

The next step is to decide what type of brand architecture suits your business goals and market segments. There are three main types of brand architecture: branded house, house of brands, and hybrid. A branded house uses a single master brand for all products and services, creating a strong and unified identity. A house of brands uses different sub-brands for each product or service, allowing for more flexibility and customization. A hybrid combines elements of both, using a master brand as an endorsement or a link for sub-brands. You need to weigh the pros and cons of each type and choose the one that aligns with your value proposition, positioning, and differentiation.

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Sandeep Das

Strategy & Transformation Consultant
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Branded house, house of brands or hybrid architectures should not differ market by market. A P&G is always a house of brands, regardless of whichever market it operates. On the other hand, a Hilton is always some form of hybrid / endorsed brand / sub-brands in whichever market they are operating from.

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3 Define your naming and visual system

The third step is to establish a clear and consistent naming and visual system for your products and services across markets. You need to consider how your names, logos, colors, fonts, and symbols convey your brand personality, values, and benefits. You also need to ensure that your names and visuals are culturally appropriate, legally available, and easy to pronounce and remember in each market. You can use tools like naming guidelines, logo variations, and style guides to create and maintain your naming and visual system.

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Abhishek Biswas

Content Marketing Specialist at Radixweb
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Visual communication of a brand has a significant impact on users. To make sure your brand has a lasting impression and is easy to recall, leverage the uniformity in font, design styles, easy naming, colors, and quick to adapt. Build a strong brand guidelines, that resonates your brand essence across various platforms and users.

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4 Manage your portfolio and extensions

The fourth step is to manage your portfolio and extensions across markets. You need to monitor the performance and profitability of your products and services, and decide whether to add, modify, or eliminate any offerings. You also need to evaluate the potential and feasibility of introducing new products or services, or entering new markets, and how they fit into your brand architecture. You can use tools like portfolio analysis, brand extension matrix, and brand audit to manage your portfolio and extensions.

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5 Communicate your architecture internally and externally

The final step is to communicate your brand architecture internally and externally. You need to educate and engage your employees, partners, and stakeholders on your brand architecture, and how it supports your vision, mission, and values. You also need to communicate your brand architecture to your customers, prospects, and influencers, and how it delivers value, solves problems, and creates experiences. You can use tools like brand stories, brand guidelines, and brand touchpoints to communicate your brand architecture.

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Stephan Koning

Strategic Sales Consulting & Custom Software Solutions || China Sourcing with SinoImportSolutions
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Communication is like your brand's heartbeat no big shocker. But the real magic is in the how. Nail that, and you're golden. It's a clarity game. Think simple, not complex. Effective, not fancy. Your brand's secret sauce, really. Slip up, and you might want a do-over. From inside to out, every chat counts. Clear beats confusion.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you manage brand architecture for different markets?

1

2

3

4

5

6

1 Understand your markets

2 Choose your architecture type

3 Define your naming and visual system

4 Manage your portfolio and extensions

5 Communicate your architecture internally and externally

6 Here’s what else to consider

Brand Strategy

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How can you manage brand architecture for different markets?

1

2

3

4

5

6

1 Understand your markets

2 Choose your architecture type

3 Define your naming and visual system

4 Manage your portfolio and extensions

5 Communicate your architecture internally and externally

6 Here’s what else to consider

Brand Strategy

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