How is Naming System different from Brand Architecture?
A naming system differs from a Brand Architecture that answers the question of
- What is the relationship between different brands of my company: Which is the master brand? Which are the sub-brands?
- How many sub-brands are needed for my company?
- How will sub-brands utilize master brand’s brand equity?
A brand architecture reflects the business strategy, while a naming system expresses the brand architecture clearly using verbal expressions.
How can it help with your enterprise transformation and why is it important to your company?
A good naming system provides clarity of brand architecture to both customers and employees.
When your brand portfolio keeps growing with more products and services, a good naming system will provide a clear guideline for the new names to follow. It is necessary to review and update naming system from time to time as your business grows or the business environment changes.
