Brand architecture is a systematic way of organizing the identity of the different products, messages, or elements of an organization so that people both within and outside of the organization understand how its clients or customers are being served. Brand architecture also provides a solid framework for an organization to manage future opportunities so that the new ventures are strengthened by their association with the value and equity invested in current activities.

The advantage of brand architecture is simple: Building onto the equity of an existing, strong brand is much easier, and less expensive, than launching a new effort.

Most companies now recognize that brands are powerful marketing assets. As the world becomes increasingly complex, brands serve as familiar beacons to customers to make their buying decisions much simpler. A strong brand gives the company a clear focus, develops deep customer loyalty, and lends a higher success probability in new product and service launches.

However, while many companies are focused on building their individual brands, one of the biggest challenges they face is how to structure and manage their portfolio of brands - to create the right "brand architecture." Why? Brand architecture defines and orders the relationship between brands, the corporate entities and families of products and services. Ultimately, the architecture creates a system, like a road map, that helps consumers and key corporate constituents to navigate easily among brands and make the right choices.

Good branding involves three considerations: management, design and legal. If any of the above elements are missing or inadequate, the individual and group brands may not reach their full potential.  There are inter-connected legal, design and management considerations for its brands and brand elements.