Brand Architecture
Brand Architecture is a detailed strategic exercise tailored for a parent company which manages multiple brands under it which might be similar or dissimilar to the parent company. Typically, this exercise extends over a few months and this process establishes the identity and positioning of the parent company, serving as a benchmark for its sub-brands or subsidiaries.


There are two approaches: in one, sub-brands or subsidiaries align with the parent’s brand essence, while in the other, they operate as individual and separate entities with cognizance of the parent company or brand solely for corporate operations and governance.
Ideally the former approach is suggested for companies or corporations while the latter is recommended for a house of brands. Let us help you structure your brand, so your stakeholders & customers can understand you better.
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IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.

Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.

Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.

Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.

Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.

Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.

Construction & Building Materials
The construction and building materials industry in India is one of the rapidly growing sectors in the present day. Factors like urbanization, infrastructure development, and government initiatives are playing major roles in building a promising future with a potential for future expansion. However, with this growth spurt, comes high competition amongst the establishments who are eyeing to capture the market and make an unforgettable presence in the sector.

Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.

FMCG & FMCD
India is a diverse nation with a rich culture and billions of population making it one of the largest consumer markets. A good brand strategy is what can help you capture the Indian fast moving consumer goods and durables sector needs. Many brands like Mamaearth, Patanjali, ITC, and Nestle have been successful in understanding the pulse of their audience, and have created a name that makes them different from the crowd.

Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.

Sports Leagues, Teams and Players
In sports, branding creates a long-lasting identity. It’s how fans can remember and differentiate a franchise, club or team from the other. A good brand strategy adds a personality to the brand and reveals the human side that the audience can connect with. In the sports industry, success is not measured by how many matches a team has won, it’s how the team has connected with the audience. Sports organizations generate revenue from sponsorship, broadcasting rights, ticket sales, merchandise, and advertising opportunities. However, if they can’t engage with the audience or are unable to draw enough audience attention, they may not get enough sponsorship or collaboration opportunities, leading to a major loss.

Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.

IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
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Our Approach and Working Process
Our team can guide brand hierarchy, naming conventions, and brand portfolio management to ensure cohesive and consistent branding.

Brand Audit and Analysis
For brand architecture, our initial step involves probing into the intricacies of the parent company. We examine historical data, the company’s track record, milestones. Engaging with key stakeholders in one-to-one interviews we extract a brand narrative, aligning it with the perceptions of employees and the audience to assess overall parity in the thought process vs reality. This aids in pinpointing disparities in perception and crafting an overarching positioning for the parent company, which can seamlessly extend to the sub-brands.

Sub brand Audit and Analysis
A similar process is iteratively applied to each sub-brand. We assess objectives, goals, and how they translate for the audience, whether it is on an individual level or as part of a group of brands under a parent. We define the distinct essence unique to each sub-brand, crucial for maintaining its identity. This is done in tandem with derivatives of the discussion we have with the key stakeholders, employees, and audience.

Deriving the Structure Through Workshop
Following the analysis and observations, we examine prototypes and formulate strategies to give the identity and enhance the brand essence of the parent company and subsequently plan its extension into the sub-brands. We craft strategies to ensure that the sub-brands collectively convey a common goal, purpose, or value-added service, which helps audience to identify with the entire group or parent company / brand, while maintaining the identity of each sub-brand.

Creative Translation
After consolidating the architectural story and hierarchies we derive individual brand narratives, shared values, and brand essences which then forms the architecture manual. Following steps generally goes into rehashing the brand identity, which ensures a cohesive identity among all the brands, with elements such as font, colours, and tagline. This can also lead to creation of the group brand communication that speaks of the brand story from the point of view of the entire group.
Our Approach and Working Process
Our team can guide brand hierarchy, naming conventions, and brand portfolio management to ensure cohesive and consistent branding.
Importance of Brand Architecture
One
Nurturing a brand’s core values
Brand Architect makes it easier to maintain a brand’s core values while venturing into new markets or new products. By setting a hierarchy, brands can use their parent brand to promote the sub-brands.
Two
Increasing confidence in stakeholders and investors
Almost every company has future expansion planning. Well-structured brand architecture shows a brand’s future vision and clear understanding of their goals, which increases confidence in investors and stakeholders.
Three
Adopting a niche market
Brand architecture offers brands an opportunity to explore niche markets. The perfect example is Coca-Cola’s subbrand “Diet Coke”, which caters to the health-centric consumers who look for low-calorie soda.
Four
Improving Customer Perception
It can be difficult to break the perception an audience has about a brand. Thus, most brands focus on creating a positive impression from the first audience interaction. Brand architecture helps brands to use their existing reputation to influence customers’ decisions when entering new markets.
Case Study
Got Questions?

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How do PromotEdge define a clear brand architecture?
Ans.While creating brand architecture we focus on not overcomplicating the structure, we conduct consumer mapping, and based on that we create a strategy, and migrate the brand as per the planned framework. -
What is the importance of brand architecture in overall brand strategy?
Ans.Your brand architecture and positioning in the market drive consumer journey and influences their decision-making. We provide consistency, clarity, and resonance while creating brand architecture to foster a strong and unified brand identity. -
What role does brand architecture play in maintaining consistency across different brand touchpoints?
Ans.Brand guidelines serve as a comprehensive roadmap, offering clear instructions on how to represent and communicate the brand consistently across various channels. This ensures a unified and coherent brand presentation.