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
- Endorsed branding is a method in which individual product brands are linked together by an endorsing parent-brand.
- 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.
- Example — Marriott uses this method to name their brands such as Courtyard by Marriott, Residence Inn by Marriott, etc.
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.
- Example — Compass Health uses this method to name their brands such as TheraMED, Accurelief, etc.
Hybrid Brand Architecture
- The hybrid branding is a method where more than two or more brand naming methods are used in naming a product or service.
- 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.
- Example — Microsoft uses this method to name their brands such as Microsoft Health, Microsoft Project, Skype, Bing etc.
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.