Branding systems, or architectures, can take various forms that emphasize the corporate name and image, de-emphasize the corporate name, create new brands apart from the company brand, or combine these approaches. Here is a list of the most common branding systems:
Strong corporate image is synonymous with product class. Not that common in shelf goods, becoming more popular with technology companies.
Used commonly in the fashion industry. Manufacturers license the name for clothing goods and brand extend into areas such as sunglasses and umbrellas.
Includes several product classes. Used by diversified companies allowing each subsidiary to operate as its own entity and target specific market segments Also used when two product lines are incompatible (i.e. Honda and Acura — economy and luxury).
Combining the corporate brand with strong subbrand. Subbrands can help differentiate and boost corporate brand and drive brand preference. Subbrands can become umbrella names for a family of products extensions (there are now several versions of Cheerios and almost 40 Herbal Essence product choices). Nestle added its corporate name to Kit Kat.
Aims to benefit both brands by raising the perceived quality of each brand. Follows rational that the very act of branding can raise familiarity and perceived quality of a product. Allows a brand exposure in product class that it could not enter on its own.
Strong single product brand identity without use of corporate brand. Each product identifies specific customer need. Used by large conglomerates in diversified lines such as P&G, UniLever, Beatrice. Useful when extending product line vertically to gain shelf space/market share.