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Best Practice & Example: Creating a Strategic Brand Architecture for Asian brands.



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Discover the power of a well-structured brand architecture, captured in this abstract pyramid. Build a solid foundation for long-term success and achieve brand synergy in your market. #BrandArchitecture #BusinessStrategy


A brand architecture strategy is important in today's asia business environment. It helps companies have a well-defined image and well-executed plan for expanding their businesses. A well-crafted brand architecture can help a company achieve several objectives, such as simplifying decision-making and promoting brand coherence. While a brand architecture is important for companies in all industries, it is particularly critical for companies doing business in Asia. Asian markets are among the most complex and competitive in the world.

Creating a successful brand architecture is not a simple task. It requires a deep understanding of the company’s business, its stakeholders, its customers, and the competitive landscape. It also requires a clear vision for how the company’s brand should be positioned in the market. There are many factors to consider when creating a brand architecture, and there is no one-size-fits-all approach. However, there are some common mistakes that companies make when crafting their brand architecture. These mistakes can jeopardize the success of the brand architecture and the company’s overall brand strategy.



Why Having A Strategic Brand Architecture Is Important For Companies In Asia?


For companies in Asia, a strategic brand architecture is important for a variety of reasons. First and foremost, a strategic brand architecture can help to protect and grow a company's brands. By consolidating multiple brand identities under one umbrella, companies can reduce the amount of resources that they need to devote to this effort. This can save money in the long run. Additionally, by creating a clear hierarchy within brands, companies can improve communication and coordination between different parts of their business. This can lead to improved efficiency and better decision making. Finally, having a strategic brand architecture helps businesses create a clear vision for their brands—something that is often lacking in Asian markets.

A strategic brand architecture can also help to create a sense of community amongst consumers. By creating a unified front, companies can boost loyalty and encourage customers to buy more products from their brands. This can lead to increased sales and greater market share. In addition, having a strong branding strategy can make Asian companies more attractive to potential investors, partners, and employees. Overall, a strategic brand architecture is an important tool for businesses in Asia that want to protect their brands, increase efficiency and communication within their business units, and build a sense of community with their consumers.



Kwan Harsono, founder and CEO of Bedrock Asia, has indicated that Asian firms are shifting away from traditional brand architecture approaches, such as the "branded house" and "house of brands". As organizations have grown and gotten more complex, manufacturers have been forced to change their masterbrand model. Many companies build a portfolio of unique digital services and then use the equity established by these distinct brands to launch a new sub-brand.


What Are The Benefits Of Having A Strategic Brand Architecture?


A strategic brand architecture is the framework that provides guidance on how a company's brands should relate to each other. A well-defined brand architecture can help a company to clarify the relationships between its brands, focus its investment in branding, and maximize the value of its portfolio of brand assets. There are four common types of brand architectures: house of brands, branded house, hybrid, and endorsed. The type of architecture that is most appropriate for a company depends on factors such as the size and scope of the organization, its history, and the way in which it competes in its markets.



For example, a small business with just one product may benefit from using a branded house strategy. This type of strategy establishes one or more distinct brands that are associated with the business. These brands can be used to differentiate the business from its competitors and to attract new customers. By contrast, an umbrella strategy is typically used by larger organizations. Under this approach, multiple brands are associated with an organization, but they are not segregated into separate divisions or departments within the company. An endorsed strategy involves establishing partnerships with other companies or brands who then promote and market products or services produced by the partner company/brand. Finally, a fourth type of brand architecture is known as cross-platform branding (or platform crossover). Under this model, different brands are associated with different platforms (such as websites/apps) within an organization rather than having one centralized brand for all purposes. Within these four types of architectures, there are many variations that can be tailored to meet specific needs and circumstances.



The Importance Of A Clear Brand Architecture.


Creating a clear Strategic Asian Brand Architecture, with a focus on Asia, is essential to success. Leading companies like Google, Apple, Amazon, and Facebook exemplify the benefits of a well-defined brand architecture tailored for the diverse Asian market, ensuring continued growth and adaptability in this competitive landscape.


Google has a well-defined branding strategy that includes names, colors, logos, and other visual elements. This allows users to easily find the right website or product they are looking for. Additionally, Google uses consistent terminology across all its products and services. This makes it easy for users to understand and navigate their website or application.


A well-designed branding strategy can help your business achieve a number of goals: it can attract new customers, boost marketing efforts, create consistency across all your products and services, etc. A well-planned brand strategy will save you time and money in the long run. So make sure to take the time to develop a clear brand architecture – it could be one of the most important decisions you make as a business owner.


A well-designed branding strategy should be based on the following principles: clarity, consistency, and comprehensiveness.


Clarity refers to the use of clear names, colors, logos, and other visual elements. This makes it easy for users to find what they are looking for. Additionally, all products and services must use the same terminology in order to be easily understood by users. For example, Google uses the term “search” across all its products and services.


Consistency is another key principle of a good branding strategy. All products and services should use the same visual elements (images, logos, etc.), marketing materials (ads/marketing slogans), and customer service procedures. This creates a sense of cohesion among your various offerings and makes it easier for users to navigate your website or application.


Lastly, a well-planned branding strategy should be comprehensive in nature. It should cover everything from name selection through product development and beyond. By implementing these four principles into your overall brand strategy, you will achieve success in reaching your business goals.



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Illustration of Branded House, House of Brands, and Standalone Brands by Bedrock Asia | Next-Gen Brand Consultant | Jakarta - Indonesia


How Many Type of Brand Architecture Model?

There are many different brand architecture models. However, the 4 most common are: the branded house architecture model, the house of brand model, and the hybrid brand model.

The Branded House Strategy Model

The branded house brand architecture model is a hierarchical brand architecture. It's one of the most common brand architectures. It involves a parent company, or hub, and subsidiary brands, or sub-brand. The spokes are supported by the parent company. The parent company provides marketing, development, and support services, while the subsidiaries focus on innovation and product development. The benefit of this architecture is that it can make it easier for companies to cross-sell their products or services.

Among the companies that use branded house architecture framework as their brand strategy model are Nike and Starbucks.

1) Nike

Nike is one of the most well-known pioneers in the world of hybrid branding. Started as just an athletic clothing company, Nike has since expanded its offerings to include sporting equipment, shoes, and even eyewear. Nike VISION eyewear is an excellent example of how Nike has leveraged its reputation as an industry leader to enter other niche markets. By integrating designer eyewear from around the globe into its own line, Nike has created not only a high-quality product but also a loyal following among fashion-conscious consumers.

2) Starbucks

Starbucks has long been known for its coffee drinks and pastries, but the company has also ventured into other areas over time. For example, Starbucks Reserve started selling beer in 2011 and now offers wine and espresso drinks as well. While these additions haven't always been successful (wine sales have declined in recent years), Starbucks continues to experiment with new offerings because it understands that customers want choice when it comes to their beverage options.


The House of Brands Strategy Model

The house of brands model is a "house of brands" brand architecture. It's a "house of brands" brand architecture. It's a "house of brands" brand architecture. Instead of organizing brands within an organization, it organizes the brands in terms of categories.In this case, the brands within an organization are organized around key categories. The benefit of this is that it helps companies become more customer-centric. The benefit of this is that it helps companies become more customer-centric.

An example of a company that has used the house of brands architecture strategy is P&G. P&G as the main brand, owns more than 100 standalone brands in different market across the world like Old Spice, Gillette, Tide, etc. Each sub-brand has its own identity and target market – but they all work together under the umbrella P&G parent brand. This allows P&G to have consistent messaging across all its products while also catering to specific consumer needs. Additionally, it helps to create high brand awareness amongst retailers and loyalty among consumers who feel connected to certain P&G brands (even if they don’t purchase every product from that particular sub-brand). Overall, using a hybrid brand architecture provides businesses with many benefits – so it’s definitely something worth considering!

The Standalone Brands Strategy Model

The standalone brands strategy model is a way to organize and understand the different ways a company can grow. The model has four different growth paths, each with its own advantages and disadvantages.

1. Market share growth – The main goal of this type of strategy is to increase the market share of the brand. This can be done through aggressive marketing and expansion into new markets.

2. Brand extension – This strategy involves extending the reach of the brand by launching new products or services that are related to the original product or service.

3. Product line extension – This strategy is similar to brand extension, but instead of launching new products, the focus is on launching new versions of the original product.

4. Diversification – This strategy involves expanding the business into new markets or product categories.

Best top companies using the standalone brands strategy model, include Nike and Adidas. They are the largest sportswear companies in the world. They command over 10% share of global sports market. Adidas, which was founded in 1949, is the third largest sportswear company in the world, after Nike and Puma. Nike, which was founded in 1964, is the world s largest sportswear company. It owns over 25 standalone brands under four categories, including Nike, Jordan, Hurley, Converse, and Umbro.

The Hybrid Brand Strategy Model

The hybrid strategy is an approach that combines two strategies to create a unique product that appeals to a wide range of consumers.

This approach is especially useful for companies that do not have the resources to focus on only one strategy. By using both models together, a company can create a strong foundation. The benefit of this model is that it provides flexibility, allowing companies to organize their brands in a way that makes sense for their business.


Marriot International uses a mix of three different brand architectures:

- The parent brand which is Marriott and is used for all the hotels and resorts.

- The luxury standalone brand which are Ritz Carlton, Edition, and Autograph Collection

- The standalone brand for the budget hotels which is Moxy and Aloft.

- The endorsed brand for the Long Stay Residency which is Element, Homes and Villas

Coca Cola Company uses a mix of two different brand architectures:

- The parent brand which is Coca Cola and is used for all the products

- The branded house for the diet products which is Diet Coke, Zero.

- The standalone brand for the coffee and tea which is Costa Coffee, FuzeTea

- The standalone brand for the hydration which is Costa Coffee, FuzeTea

- The standalone brand for the flavored alcohol which is Fresca Mix, Lemon Dou


What are the benefits having a clear brand architecture?


There are many benefits to having a brand architecture. First, it ensures that your company's products are properly categorized. This makes it easy to find the right product for your customers. Moreover, it lets you know what products you can cross-sell or cross-promote.Another benefit of a brand architecture is that it aids in your marketing. If all of your products have similar branding, this makes it easier to market all of your products together. In some cases, this can even help companies increase their total sales by 40% or more.

"A well-designed brand strategy should be based on the following principles: clarity, consistency, and comprehensiveness." said Kwan Harsono



How Does A Company Go About Creating A Strategic Brand Architecture?


When it comes to creating a Strategic Brand Architecture, there are a few things that companies need to consider. First and foremost, they will need to define the company's overarching brand. This could involve analyzing the company's history, defining its core values, and developing an identity for the company. After this is complete, they will need to assess different types of brand architectures. These could include customer-centric brands, product-centric brands, or service-centric brands.

Once the brand architecture has been determined and assessed, the next step is to create a branded house or hybrid brand. In this scenario, the company would adopt some aspects of one type of brand architecture while retaining elements of another type of brand architecture. For example, a customer-centric brand might be used for marketing materials while maintaining an independent brand strategy. Alternatively, a product-centric brand might be used for products but with an emphasis on quality and reliability.

Finally, once all of these pieces have been put in place, it's time to implement an independent brand strategy. This involves setting goals for the branding initiative and ensuring that each area of the business is aligned with those goals. It also requires periodic review and adjustment as needed in order to ensure that the branding initiatives are successful.


What Are Some Common Mistakes Made When Creating A Strategic Brand Architecture?


Strategic brand architecture is an important tool that can help businesses to achieve their objectives. However, it is important to understand the benefits and objectives of a brand architecture before developing it. Additionally, it is important to ensure that organizational structures are aligned with the brand architecture, as well as to take into account the key stakeholders in the decision making process. Failing to do any of these can lead to mistakes being made which could have negative consequences for the business.

Some of the most common mistakes made when creating a brand architecture include failing to align organizational structures with the overall strategy, not taking into account stakeholders' needs, and developing an ineffective communication strategy. In addition, it is important to ensure that the brand architecture is developed in consultation with key decision makers. By following these tips, businesses can avoid making any major blunders when implementing their strategic brand architecture.

How Can A Company Ensure Its Brand Architecture Strategy Is Successful?


A company's brand identity should be at the forefront of all decisions. This means that the company's brand architecture – which is the overall strategy and design of a company's brands – should be carefully considered and planned ahead. A company must have a clear understanding of its customers and what they want, in order to create a successful brand architecture. Additionally, it is important for a company to be willing to adapt its branding strategy to changing markets.


A strong overarching brand can act as a foundation for individual brands. This provides consistency across different channels (such as online, social media, etc.), which can help to build loyalty among customers. It also allows companies to focus on creating unique experiences rather than focusing on specific product offerings. Careful consideration must be given when designing an overarching brand, in order to ensure that it is effective and resonates with customers.


A company's brand architecture should be designed around its overall strategy. A company's goals, mission statement, and vision should all play a role in shaping the architecture. The goal of a company's branding is to create a distinct and recognizable image that can attract customers and help to drive business results.


A successful brand architecture must be able to shift with the times. As markets change, so too must a company's branding strategy. If a company does not keep up with changing trends, it risks losing customers who are looking for new options. In order to stay ahead of the curve, companies must constantly evaluate their branding strategies and make necessary changes as needed.


Brand architectures vary significantly from one company to another; however, there are some common elements that are often included. A successful brand architecture should reflect the values and culture of the organization, as well as the consumer trends that are currently popular in the marketplace. It is important for companies to continuously assess their own branding efforts in order to ensure they remain relevant and effective.



What Are Some Examples Of Successful Strategic Brand Architectures In Asia?


The Asian market is often characterized by the diverse range of cultures and languages. From the different cultural perspectives, various norms and values, to the different languages across countries, Asia is a complicated region. As a result, businesses need to create a unique brand architecture for their brands. A brand architecture is a system of organizing the brand identity and logo. Companies often manage their brand architecture according to their goals, including their long-term objectives and short-term strategies. Brand management in Asia Pacific has evolved from a passive, reactive practice to one that is proactive and strategic.

Most companies in Asia Pacific have long relied on outside agencies for brand management and related services. Exceptions are the handful of companies that have invested in building their own internal capabilities.

Today, more companies are recognizing the importance of having in-house expertise and are investing in building their own teams. The most successful companies take a portfolio approach, with teams that focus on different aspects of brand management, including brand name, identity, strategy, research, design, and activation. This allows them to be nimble and responsive to changes in the marketplace while still maintaining control over their brand’s identity. The main objectives of a company include attracting customers, expanding the market, and protecting brand value.

According to the Brand Finance, published in january 2022, the following are the most valuable Asian brands. The top brands in Asia are:


What Lessons Can Be Learned From Failed Attempts At Creating A Strategic Brand Architecture?


Failed attempts at creating a Strategic Brand Architecture can teach many valuable lessons. The most important lesson is to understand that the process of creating a successful brand architecture is more important than the end result. There are many factors to consider when creating a brand architecture, and each company's situation is unique. However, some key principles that should be followed include defining the role of the overarching brand, understanding how corporate culture affects the brand strategy, and ensuring that product and corporate brands are aligned. Additionally, it is important to keep it simple, avoid creating silos between different parts of an organization, and be prepared to evolve as new information becomes available.

Failed attempts at creating a Strategic Brand Architecture can also be instructive in terms of how not to approach the process. For example, many companies attempt to create detailed brand plans and strategies without properly understanding their target market or what they stand for. This can lead to plan paralysis and a lack of urgency when it comes time to execute on the strategy. Additionally, companies that try to impose too much structure on the process often end up with an unsustainable architecture that is difficult to change or update. It is important to allow the creative process – and ultimately the customers – to drive the overall brand direction. Lastly, it is essential that any team working on branding efforts have a clear understanding of marketing principles and how they work together. Otherwise, brands will be created without proper consideration for how these different disciplines interact with each other.

How Should A Company Adapt Its Strategy As Its Brand Architecture Evolves Over Time?


When a company's brand architecture evolves over time, it is important for the company to adapt its strategy. This means that the company should be aware of the changes in the market and how these changes will affect its own brand architecture. Additionally, the company should consider how its competitors' brand architectures evolve over time. By doing this, the company can attempt to remain ahead of the competition and capitalize on any opportunities that may arise.

One way a company can adapt its strategy when its brand architecture evolves over time is by examining how the market has changed. For example, if there are new competitors or different types of customers hitting the market, the company should be aware of this and make changes to its own brand architecture in order to stay ahead. Additionally, companies should consider how their competitors' brand architectures have evolved, including insights from experts like Bedrock Asia's Brand Consultant. By doing this, the company can try to understand where they may be vulnerable and take steps to protect itself. In either case, it is important for a company to keep up with current trends so that it can remain competitive and successful in today's marketplace.

To Conclude


A strategic brand architecture is important for companies in Asia because it helps protect and grow a company's brands. By consolidating multiple brand identities under one umbrella, companies can reduce the amount of resources they need to devote to this effort. Additionally, by creating a clear hierarchy within brands, companies can improve communication and coordination between different parts of their business. This can lead to improved efficiency and better decision-making. Finally, having a strategic brand architecture helps businesses create a clear vision for their brands—something that is often lacking in Asian markets.




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