Brand Architecture

Brand Architecture is the process of organising a series of brands, commonly within a parent organisation in a way that each individual brand shines.

The brand architecture illustrates how the brands support each other at their own level & relate to their parent (or child) brand in a way that maximises the value of every brand in the market.

Unilever is a solid example of a thorough brand architecture process where individual brands such as Knorr, Axe, Dove or Marmite can co-exist in their own right, whilst contributing to the overall reputation of Unilever as a familiar consumer brand staple.

Brand Valuation

Brand valuation helps brand managers understand the equity of their own brands in the market & make decisions on how to manage them with regards to the brand architecture moving forward. Decisions such as how much to build the parent brand versus the individual brands will also be included within the architecture.

This is in effect with Unilever, who only recently created a consumer-facing identity & became more active in the promotion of the parent brand.

This methodology is not indifferent to Trivial Pursuit. Players require knowledge on each categorical slice in order to advance forwards in the game, with the game requiring a culmination of all of our knowledge to secure a win. At Fable&Co, we aim to find that elusive gap. We aim to be IKEA. Potentially the the key aspect of branding strategy, positioning is the quiet workhorse behind the success of most of the successful brands today.


Applying our systematic & analytical brains we undertake thorough research spanning consumers, competitors & brand discovery. If a brand is not positioned, the competitors will almost certainly make it happen themselves. Fable&Co. plan to get there first.

Fable&Co. know that brand architecture is not only for multinational corporations with multi-million budgets. Most brands have to familiarise themselves with the concept of architecture since every brand will be composed of different sub branches within their brands.


This is exemplified with Sainsbury’s & “Taste the Difference”. As more brands & different faces of the same brand fight to occupy a distinct place in consumers’ minds, we make sure every brand is maximizing its value & not eroding their ‘siblings’ in this blood line jostle.

Rather than a family fight we implement & oversee familial homogeneity, in a business sense of course.

A well-defined brand architecture strategy is essential in ensuring that mergers and acquisitions add shareholder and brand portfolio value.

– Martin Bishop, Brand & Analytics, Game Changer