Brand Architecture Design

An overview of what brand architecture is and why it plays a central role in defining how brands relate to one another within an ecosystem. We will break down the purpose of this strategic tool and clarify how it differs from other frameworks used in branding and business strategy. Through this introduction, students will gain the foundational vocabulary and context needed to navigate the following modules.

A deep dive into the primary models of brand architecture—from a branded house to a house of brands, including hybrid structures that exist along the spectrum. We will unpack what defines each model, when and why they are used, and the strategic implications behind choosing one approach over another. The discussion will include the advantages and potential challenges of each model to help students form a critical point of view.

This module focuses on diagnosing and understanding the challenges within an existing brand architecture. We will explore essential tools such as audits, inventories and perception analyses to identify internal vs. external gaps, points of overlap, confusion, or brand dilution. Students will also learn structured decision-making frameworks to evaluate collected data, set objective criteria, and navigate the ambiguity inherent in complex brand ecosystems. The goal is to develop clarity and confidence when defining or redefining architecture.

A practical exploration of how brand architecture translates into real-world execution. We will discuss how architectural choices directly influence visual systems, naming strategies, and hierarchy, shaping both verbal and visual signals across a brand’s touchpoints. Additionally, we will address stakeholder alignment, implementation challenges, and the importance of change management and governance in ensuring long-term consistency and adoption.