The brand architecture differs from the classic brand strategy by a company-wide view and the consideration of all brands. There are hardly any companies that are positioned on the market with only one brand.
Different customer requirements and globalization make it increasingly necessary to compete with several products in order to meet the needs of customers. The complexity of multi-brand strategies is to be made more transparent by the brand architecture or the brand hierarchy.
The brand architecture therefore determines which and how many brands a company is using in which areas and whether the links between the brands should be visible to the customers.