Naming Best Practices

Part
01
of one
Part
01

Naming Best Practices

Some of the best practices around naming sub brands and brand name architecture based on famous brands in the US are monolithic branding, endorsed branding, pluralistic branding and hybrid branding.

Monolithic Brand Architecture

  • Monolithic Branding is a method in which the sub-brands are named using the identity of the parent brand.
  • Using this method makes it easier for consumers to recognize the product or service and to understand them because of the descriptor. It also increases brand awareness while focusing brand marketing on a single brand strategy and brand image.
  • Example — FedEx uses this method to name their brands such as FedEx Freight, FedEx Ground, FedEx Trade Networks, etc.

Endorsed Brand Architecture

  • This method assures the quality of the product or service brand, which can increase the perception and confidence of the consumers. The connection between product brands can facilitate cross-selling.

Pluralistic Brand Architecture

  • Pluralistic branding is a method in which the products or services are designed to have their separate entity and to stand apart and be independent of the parent brand.
  • There is freedom to create a different brand strategy, name, logo, etc. when using this method and also it creates a presence in different market niches and also targets different audiences.

Hybrid Brand Architecture

  • Hybrid structure helps companies evolve into new market segments without putting the parent brand’s reputation on the line. The hybrid architecture also serves as a shield to the effects of mergers and acquisitions.

Research Strategy

Based on the topic we looked into articles and press releases that would provide information regarding best practices in the US related to brand name architecture. There was no direct article that provided the best practices. Therefore, our strategy was to look into architecture methods that were used by the top and famous brands in the US which provide an insight as to the most used methods in the US when it comes to larger brands. Therefore, using that strategy we were able to find the required information.

Sources
Sources