Brand architecture

Main Hero

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.