Quels sont les avantages et les défis de l’utilisation d’une architecture de marque approuvée ou sous-marquée?

Endorsed and sub-branded brand architectures are strategic approaches to organizing a portfolio of brands. Endorsed brands operate with a degree of independence but are supported by the master brand, which acts as a quality stamp and helps build trust and awareness. Sub-brands, on the other hand, are closely linked to the master brand, which often acts as a key driver, and are used to target new audiences or add new associations to the master brand. Both strategies offer unique benefits and can be chosen based on the company's market position, reputation risk, and marketing budget considerations.

Endorsed or Sub-Branded Brand Architecture provides clarity and credibility. Endorsement reinforces parent brand trust, fostering product acceptance. Sub-branding allows diversification while leveraging existing equity. However, challenges include maintaining cohesive messaging and avoiding dilution. Striking the right balance is pivotal for sustained brand resonance.

Using Endorsed or Sub-Branded Brand Architecture has some cool benefits but also a few challenges. For example, think of a big company like Nestlé. They use sub-brands like KitKat and Nesquik, which are endorsed by the Nestlé name. This way, KitKat and Nesquik get the trust and recognition of Nestlé while still having their own identities. The benefits are that the sub-brands can attract their own fans while still being connected to a well-known parent brand. The challenge is that if one sub-brand has a problem, it might affect the whole family of brands. Managing and marketing all these sub-brands can get pretty complicated and expensive. While it helps in building trust and identity, it requires a lot of careful planning.

Some years ago, I used to work for Mercedes-Benz, which had many sub-brands: Cars, Vans, Trucks, After-Sales. The diversified lineup of Mercedes-Benz, with its various classes, series, and sub-brands, allows the company to effectively target different audiences with specific needs and preference. This strategy enables Mercedes-Benz to have a broad market presence, appealing to a wide range of consumers with varied interests and requirements. By tailoring their offerings and messaging to different audience segments, Mercedes-Benz can establish a strong brand presence across multiple niches. This approach not only maximizes the company's market reach but also allows for a more nuanced and effective communication strategy.

Endorsed or sub-branded brand architecture offers several benefits for organizations. It allows for the leveraging of the parent brand's equity and reputation, providing a safety net for new products and services. This approach can lead to increased brand awareness without starting from scratch, as the sub-brands are associated with the established qualities of the parent brand. Additionally, it can result in enhanced marketing effectiveness and potentially reduced costs due to the shared brand identity.

In my experience the sub-brand has got to be aimed at a completely NEW and different target market, because it requires double the marketing behind it than a simple product launch, which eats into the parent brand resources, and, if it includes similar products, it might cannibalize the parent brand's sales or legacy customers.

Endorsed or sub-branded brand architecture presents unique challenges, such as maintaining brand coherence while allowing sub-brands enough flexibility to express their identities. It requires a delicate balance between leveraging the equity of the parent brand and nurturing the distinctiveness of the sub-brand. Additionally, there's the risk of brand dilution if the sub-brand fails to align with the parent brand's values and promises. Effective communication and a clear strategic vision are essential to navigate these complexities successfully.

A key challenge in endorsed or sub-branded brand architecture is managing the customer journey and ensuring seamless navigation across your product portfolio. It's crucial to anticipate potential overlaps, incorrect attributions, and navigation issues that customers might face. Products should not conflict with or confuse each other; instead, they should be clearly differentiated. The architecture of your brand system should be built around the overall logic of how customers interact with your products. Brand architectures don’t work in isolation—they must align with the real-world experience of your customers.

Sub-branded brand architecture has also influenced law firms by allowing them to diversify their expertise and experience globally. We often find established reputable service providers extend their reach and acquisitive power as they enter ripe or untapped markets when they partner with prominent local firms who have boots on the ground. Finances likely remain separate while the benefits of a long-standing brand and dynamic strategy lead the way. 📌 The fusion and ultimate melding of a well-established brand with a sub-brand lies in articulating the mission and the vision. If the brand messaging is consistent and cogent, the team will personify it and clients will take notice.

In consumer products, offering sub-branded products as exclusives to key resellers and distributors is a great way to minimize cross-channel confusion, capture new price points, and create additional IP that adds value to the parent brand.