Brand architecture

Definition
How your master brand, sub-brands, and product names connect.
Advanced
A structured model, such as a branded house, house of brands, or hybrid, that sets naming, relationships, and endorsement levels. Clarifies navigation, cross-sell, and investment.
Why it matters
Reduces UX and SEO confusion and improves portfolio clarity.
Use cases
- Service line expansion
- Merger or acquisition
- Naming refresh
Metrics
- Navigation success rate
- Reduction in organic cannibalisation
Issues
- Inconsistent naming
- Overlapping or duplicated offers
Example
One master brand with endorsed lines for applications and media services.