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Given that we have studied the branding architecture, especially that of giant companies like Microsoft, what number of brand levels should a company adopt? Should there be just a single brand name within the company, and can this factor affect start-up companies?
Background
Microsoft is a tech company that intentionally utilizes hybrid brand architecture. There are Master-branded offers that pursue the stable brand engineering system like Microsoft Windows, Bing, Xbox, Office, Internet Explorer, Microsoft SQL Server, Microsoft Azure, SharePoint, and Microsoft Dynamics, to name but a few. Notably, some of these brand names are not proceeded by the word “Microsoft”. This seems to be inconsistent with the parent brand. This hybrid brand architectural design for Microsoft has worked out because the company is a general combination (Stewart 2018). By consolidating solid elements with detached ones, the organization can limit its hazards, while connecting with whatever number of potential clients as would be prudent with new and creative items and services.
Key Concepts to be Noted
To scrutinize and make a detailed analysis of the question, it is significant to have a solid understanding of the key brand strategy elements that form the basis of brand architecture, such as:
- Brand architecture audit- The initial stage for creating and building up a brand architecture framework (Audiopedia 2017).
- House of Brands- Composed of independent, solitary brands each concentrating on causing an impact on a specific market.
Fig: Microsoft’s Endorsed Brand Architecture (Stewart 2018).
From the preceding, my question, therefore, seeks to know:
- What amount of perceivability needed to provide for the corporate name, brand name and the organization name itself? Should all products be amalgamated under this one name?
- More generally, should there be an alternate name for the organization and the business brand?
- Should the same branding architecture be adopted by all companies around the world, or could these cause peril for small start-up businesses?
Works Cited
Audiopedia, The. YouTube, YouTube, 24 July 2017, www.youtube.com/watch?v=hdwPfqJojZ8
Stewart Hodgson. “From Confusion to Clarity: Brand Architecture & Business Blueprints.” From Confusion To Clarity: Brand Architecture & Business Blueprints, 21 May 2018, fabrikbrands.com/brand-architecture/..
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