This document discusses brand architecture and managing brand portfolios. It addresses key considerations in determining the relationship between company and product brands and evaluating brand extensions. Different brand architecture structures like unitary, multiple unrelated brands, and hybrid are presented. The best structure depends on strategic factors. Formal naming processes help decide what to name brands. Examples and further reading resources are provided.

1. Brand Architecture
Managing a Brand Portfolio and
Brand Relationships

2. Working with companies large and small
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3. By the author of Merriam’s Guide to Naming
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4. Brand architecture: Managing and organizing the
type, number, relationships and purpose of brands
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Key considerations:
1. How does my company brand relate to my product brands? How do they
relate to one another? What is the best role for the company brand?
2. Are sub-brands and brand extensions the way to go? What are the options?
3. Do I have true brands that are delivering value to my company or do I have
a collection of names? How can I tell which is which?
4. How many brands does my company need? What brands are strategically
valuable and worthy of continued investment?
5. What drives consumer preferences? How do my customers buy?
6. What are the pros and cons of my current brand portfolio structure? How
will future decisions impact it?
7. Would a change in my architecture give me an opportunity to dominate a
market segment?

5. Brand architecture options:
Unitary structure
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6. Brand architecture options:
Multiple unrelated brands
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7. Brand architecture options:
Hybrid structure
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8. Which is the best brand architecture structure?
It depends on strategic considerations:
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9. Which is the best brand architecture structure?
It depends on strategic considerations:
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10. Many companies have a formal process for deciding
what to name: Example 3M
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11. Further reading
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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic,
http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-
from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company,
http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com
http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-
names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company,
http://www.fastcompany.com/1819418/the-8-principles-of-product-naming

12. Thank you!

13. Further reading
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“The Name Game,” Salon, http://www.salon.com/1999/11/30/naming/
“The Science of Naming Brands,” The Atlantic,
http://www.theatlantic.com/business/archive/2011/05/the-science-of-naming-brands-
from-ipad-to-ice-cream/238820/
“Brand Naming,” Fast Company,
http://www.fastcompany.com/resources/marketing/post/060605.html
“The Problem with Bad Product Names,” Engadget.com
http://www.engadget.com/2011/11/11/editorial-the-problem-with-bad-product-
names-and-what-we-can-le/
“8 Principles of Product Naming,” Fast Company,
http://www.fastcompany.com/1819418/the-8-principles-of-product-naming

14. About Merriam Associates
Lisa Merriam has made a career of helping companies
build and manage brands. Her expertise is focused on
strategic brand development and managing strategy-based
brand design including naming, logos, visuals
systems, brand launch and implementation. She has been
an independent consultant since 2003, serving large,
well-known companies, as well as small, fast growth
companies.
Branding Expertise
• Naming
• Tagline development
• Brand strategy including brand story, attributes, positioning, and brand
architecture
• Identity design including logos and design systems
• Copy writing (digital, traditional, and search engine optimized) and collateral
design
• Web video production including man-on-the-street testimonials

15. 15
Selected clients
Canon
Westfield Malls
Kay Jewelers
Jamba Juice
Chevron
Kirch & Co.
Disney Live!
Lancome
ADP
Chevron
Ralph Lauren
PwC
Cablevision
The Hartford
Uganda/Focus on Africa
Reed Elsevier
Lexis Nexis
Johnson & Johnson
Unison Telecom
BMW
Land Rover
US Navy SEAL Museum
Geomentum
Thomas Publishing
YMCA
Western Union
European Space Agency
Lip Fusion Cosmetics
Kore Sportswear
Kay Jewelers

16. Lisa Merriam
LDM@MerriamAssociates.com
917-596-8011