Brand Architecture: how your products become your company’s building blocks

Have you ever wondered about the success stories of some popular companies and the strategies they put in place?
Procter and Gamble is a household name that has been able to ride its way through the market. Some persons may not know the name ‘P & G’ but if you ask around about Pampers, Duracell, Always, Oral B, Gillette – you will find out how much people know these household products, all of which are affiliate brands and make up what is called the brand architecture of the P&G company. P&G adopted a strategy which made their products gain more attention than the usual corporate brand. This individual branding strategy stood them out into one of the most successful companies in the world.

So, before I discuss the strategies companies like P&G use connecting their products, let me clear out what ‘brand architecture’ really means.Brand architecture is a strategic tool used to set up relationships between parent brands and child brands. It is a way in which companies represent their brands in relation to their various products, brands and sub-brands.
A brand architecture comprises of various sections, which all link together and shows how closely related brands are to each other. A master brand is the parent brand which conveys the brand name. A sub-brand is connected to a parent brand, with a personal brand name and identity.
Why You Should Consider Brand Architecture

Before you can consider any of the strategies of brand architecture, the target market should be put first. Some of the key benefits attached to a good brand architecture are:

  • The brands tend to have a stronger position in the market, this makes it easier to communicate with consumers.
  • Customers are targeted properly and this helps the company to make use of effective marketing strategies.
  • Brand architecture also helps to build brand equity of sub brands.

Brand architecture is a fundamental part of product branding. Various schools of thought typify brand architectures differently. In this blog post, we will consider brand architecture in three distinct forms so, you get informed on which one your company should or has adopted and work towards making it more productive for your market share, brand value and equity. So, let’s look at the different brand architectures in detail.


The parent brand is closely associated with the child brand. Corporate branding is very common. Companies that make use of this branding are usually strong. The Virgin group, Google, P&G are examples. This type of branding makes it easy for new brands from the company to be accepted with other brands that belong to the company. Branded houses and house of brands are categorized under corporate branding. The company serves as the master brand with its name linked to other sub-brands.
Branded house is also known as monolithic architecture. In this architecture strategy, the parent brand is present and its name is linked to other sub-brands. An example is Google; having Gmail, Google drive and Google maps as child brands.
House of brands are also called pluralistic brand architecture. The parent brand manages many sub-brands. The company promotes these sub-brands which all have their personal identities in the market. This is where the P&G company falls into, with its sub-brands like Duracell and Pampers
A big advantage of corporate branding is that it helps to save advertising money, the same adverts can be used for other brands. Although, it can be difficult for other brands to make a name for themselves.


The endorsed brand rely less on corporate brands, though they need support from corporate brands to fit into the market. They have their own brand identity but rely on backing from corporate brands. Some terms associated with sub-brands that are endorsed include ‘brought to you by’ or ‘by’. Examples of endorsed brands are Nescafe by Nestle, Double Tree by Hilton Hotels.

Sub-brands are able to leverage the credibility of corporate brands and still target customers. A disadvantage of this strategy is that they have to live up to the same consumers expectations from corporate brands. It also finds it hard to succeed on its own in the market without endorsement from the corporate brands.


This is a mixture of branded house and endorsed house. Here, parent-child relationship exists. Some sub-brands have close relationships with parent brands while some have distant relationships. An example is Volkswagen which owns brands like Bugatti, Audi and Skoda – but it still carries a brand on its own name. It is a flexible architecture strategy for leveraging brand equity and products that suits different marketing segments. The hybrid architecture is rare and hard to achieve. A good brand architecture will make your customers understand the brand and want to purchase products and services. Unlike a poor brand architecture which creates confusion.
You just need to know which model works for your brand, this is why brand architecture should be an essential part of your business plan.

How did you find this article? Helpful? Let us know in the comments section and, look forward to next week’s post!!

social media ads

How to get the best out of your Social media ads

Why do businesses find no significant impact on revenue growth despite increase in social social media spending?

Whatever the 2017 CMO survey says, One reality the world must come to terms with, especially with the covid-19 outbreak, is that social media advertising has come to stay and has been proven to be effective.
The statistics however are difficult to ignore as, according to the survey, social media advertising budget is projected to increase by 32% by 2018 and double by 2023 but synergy of social media with marketing strategy showed no progress from Feb 2012- Aug 2017. It is therefore not surprising that there was no clear-cut effect of social media advertising on business and revenue generation.

social media ads

There are currently over 3 billion people on social media, with Facebook, the world’s social media giant boasting of as much as 2.2million people. According to hootsuite 2018, The 8th reason why people use social media is to buy. Social media advertisement is easier to access, cost effective, adjustable to fit marketing budget and offers a wider audience reach even with a target audience clearly specified. Why then does it not show significant effect on business growth?

social media ads

Highly suspected is the degree of importance placed on the ads produced, as a core tool in driving lead generation and impacting the entire marketing process. Poor content, setting unquantifiable metrics and under-utilization of analytics to draw actionable insights are enough to make social media advertisements have no effect on lead generation, talk more, conversion, despite huge amount of money spent.

How much value do you place on the quality of ads used in promoting your business on social media? we have identified 6 nearly-indispensable nudgets to critically consider when using social media ads to promote your business.

Have a marketing plan that prioritizes social media advertising

Businesses must come to the realization that social media ads are not only here to stay but are poised to become a key factor in competitor analysis. Marketing agencies now use number of followers on social media, rate of engagement per post and other quality metrics in their competitor analysis for marketing communication campaign plans. Your advertising budget should be one that gives social media top priority. Whatever platform you are choosing, be sure to set aside adequate funds to put up audience-captivating adverts on social media.

Select and stick with social media platforms that best suit your product type.

While Facebook and Twitter ads have been shown to suit most businesses, advertising on Instagram may require some specificity of products. Promoting fashion and lifestyle products seem a better choice than promoting an agribusiness or an investment plan on Instagram so, choose wisely and do monitor your ads. Once there are indications that your ad is struggling on a particular platform, be proactive enough to stop the ad so that marketing funds are re-targeted towards platforms where your promotion is highly embraced.

Carefully choose a target audience but be creative in your choice.

The urge to want to reach the over 3 billion people on social media is one that many businesses and marketing units must curb to the barest minimum. Design a clear-cut social media advertising plan that targets a specific group of persons whether based on geography, gender, age, social status, professional/industry status, etc. But beyond this, you want to be creative about your choice. For example, a fashion business producing a one-size-fits-all gown and targeting promotion of the product to expectant mothers is an indication of creativity in choice of target audience.

Be deliberate about producing quality contents for your social media ads

It is often said that ‘content is King’. Your contents could be your goldmine or your worst nightmare. Bad contents are a complete buff off for social media users therefore, typographically flawed or excessively wordy content with no clear-cut direction are highly unacceptable.
Never post an ad without a visual!. Never! Facebook posts with pictures get 5.5 times more likes than those with only texts. But while a ‘no image’ ad is considered unattractive, an ad with blurry image could get completely ignored. Avoid passive, abstract images and always use graphics that connotes life and vibrance.

Make your ad contents relevant, if not, the social media space does have its own trashcan.

Begin to Incorporate the use of videos in your social media adverts if you have not started.

Social media users are fast embracing video ads and if yours is high quality and relevant, it may get more attention than it gets ignored. 46% of of respondents in Hoot suite’s annual customer survey are already using social videos, 26% are planning to use.
The use of true testimonial videos have been shown to convince social media users more readily than fiction videos so, you may want to start placing high premium on acquiring shot live videos from block-to-block costumers who show satisfaction upon being served by you.

Set metrics that produce actionable insights and make good use of your marketing analytics

It becomes uncomfortable to know that most businesses rely on influx of patronages only to measure their ads’ success and when this does not happen, they are quick to conclude their ads did not thrive. Are you considering the lead generation process that is set up from your social media ads? like the number of visitors to your website from the platforms where your ad is running? How many from there were close to check-out on your website but did not complete the action? that way, you could begin to consider using ads re-targeting, most effectively through display advertising, another digital marketing process, to bring back those visitors to your website so as to complete check-out. Hence, the effective utilization of marketing analytics is no mean factor in the integration of a wholesome marketing process and when combined with its earlier mentioned counterparts, it gives social media ads the wherewithal to impact revenue and overall business growth both in the short and long term.

digital marketing

What is digital marketing?

The phrase “digital marketing” gets bandied about quite a bit these days. It’s one of those expressions that’s easy to use in a sentence, but a little more difficult to define.
Some people say that digital marketing is any kind of marketing that uses electronic devices. Others say it’s Internet-based marketing.
This article answers the question, “What is Digital Marketing.”
Opinions vary, but the Wikipedia definition of what is digital marketing is probably the best.
Definition: “Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.”
The reality is, people spend twice as much time online as they used to 12 years ago. And while we say it a lot, the way people shop and buy really has changed, meaning offline marketing isn’t as effective as it used to be.

Marketing has always been about connecting with your audience in the right place and at the right time. Today, that means that you need to meet them where they are already spending time: on the internet.
From your website itself to your online branding assets — digital advertising, email marketing, online brochures, and beyond — there’s a huge spectrum of tactics and assets that fall under the umbrella of digital marketing.

Benefits of Digital Marketing

1. More Cost-Effective Than Traditional Marketing
Digital marketing lets you save your money to a substantial extent. This has the potential to replace costly advertising channels such as television, radio, and yellow pages.

With email marketing automation, you can boost your leads. Thus, it will allow you to pre-load content and schedule it for sending out the content at key times.

2. Improved Conversion Rates
Converting a customer online is not a big deal. All you need to do is just make your marketing strategy an engaging one. Targeted traffic offers bigger chances for conversion. Unlike other types of advertising, digital marketing lets you have a two-way conversation with customers and leads. Through digital marketing, you can reach out to your customers at any time. Instead of bothering them with multiple phone calls, reaching customers online seems to be a better idea. Just send an email and let them make a purchase and learn more about your organization. From such interactions, important leads can be generated, which would eventually bring an increase in conversion rates.

3. Higher ROI from Your Campaigns
Digital marketing companies optimize conversion rates to achieve maximum Return on Investment (ROI) for businesses. With smarter branding and better revenues, digital marketing can fetch a better ROI than traditional marketing. With effective tracking and monitoring methods, results can be analyzed. It helps the organizations to take necessary measures as soon as possible. With digital marketing, you can generate a steady flow of targeted traffic that gets converted into sales and leads. And, the more your business generates this kind of traffic, the faster you can enjoy your ROI.

4. Earn People’s Trust and Build Brand Reputation
Digital Marketing leverages on social media signals, social proof and testimonials availed from bonafide consumers. The more reliable these social signals are, the higher the trust rate it can generate from targeted audiences.

People would trust information about a particular brand if the data comes from people they know. And once you meet their expectations, your brand reputation will go viral. Eventually, it will open new doors of opportunities for reaching bigger markets.

5. Improve Your Outreach
Since digital marketing takes place online, it is accessible to the global audience. Whereas traditional marketing limits you to a particular geographic area, its modern counterpart can help you interact with the customers quite easily. On the other hand, it seems like having your storefront open all day long. And with digital marketing specialists, you can respond to posts promptly on your platforms. It doesn’t take long for gaining publicity to enhance the prospects and enjoy the benefits of digital marketing for your business at its best.

6. Content Flow

The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.

Types of digital marketing

Search Engine Optimization (SEO)

· When the website was designed and developed, the next channel that would be considered to be useful for the management is SEO Services Channel. This channel can be useful when people search in Google search engine by the keywords then the optimized website will come 1st in google search engine result page SERP. When people search for the product or service then the website will be shown to them and by clicking on the website it will open and shows the details and can generate sales from it.

Pay-Per-Click (PPC) Advertising

· PPC Advertising gives you an opportunity to pay for top positions on search engines and relevant partner websites. This is the best channel for promoting products, lead generations, brand awareness, and sales, as it is paid advertising which can be easily getting ROI faster and effectively. This channel has instant benefits and particularly targeted options to advertise your product or service in mobile, desktop and tabs.

Social Media Marketing (SMM)

· All the people in the world have hands-on these social media networks like Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. This is a huge place to advertise the products or services by business pages which can reach to the targeted audiences. Here, SMM strengthens the relationship with customers and business owners and also boosts customer’s confidence by interacting and participating with trusted people.

Content Marketing

· For every type of marketing the service or product, there should be a creative content that shows to the customer for convincing them and buy the product. This channel is most important and can be useful for every basic type of marketing and promotions, as the business owner should grab the attention of the stranger and convince to buy product or service by reaching them with the unique style and new content that can attract people easily.

Email Marketing

· Email Marketing is communicating commercial information with a group of B2B or B2C people using Email-Platform or Email-Medium. Email Marketing is mainly used for marketers by connecting with their prospects and customers in a highly targeted way.


There you go, all the inner bellies of Digital Marketing and why you should enjoy its benefits.