Brand Architecture

Brand architecture is the structure of brands within an organization entity. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong.

Types of brand architecture

Corporate brand , Umbrella brand and Family brand Endorsed brand and Sub-brands Individual Product brand

BRAND ARCHITECTURE & BRAND STRATEGY OF ARMANI

Giorgio Armani - the ultimate fashion brand

Giorgio Armani -President and Chief Executive Officer of the Armani Group and sole share holder of Giorgio Armani Today the Armani brand architecture encompasses one corporate brand and five sub-brands, each catering to different sets of target customers and at different price levels. Armani has been using the corporate brand name in all its sub-brands, and across all its offerings, it is indeed a doubleedged sword.

One of the many reasons that these brands diluted their brand equity was because they used their brand names on a very wide range of products

Brand Philosophy
Fashion should evolve rather than change drastically from year to year Unique and Personality based Maintains the aura of a real luxury brand Reflect the personality of their creator

Brands
Signature Armani Line Armani Collezioni Emporio Armani Armani Jeans A/X Armani Exchange

Product
Armani Suits, Oscar Gowns And So On Armani Line Contemporary Designs Jeans Collection Apparels & Accessories

Target Consumer
35-50yrs Slightly Lower Market Segment 25-35yrs 18-30yrs

Price
Ultra-premium 20% Lower The Main Line Affordable Lowest Range Affordable And Available At Retail

Armani Junior
Armani Baby

Children Label
Instant Label

10-15yrs
0-3yrs

High Price
High Price

Armani Cosmetics
Armani Casa Home Armani Prive Armani Hotels

Skin Care, Cosmetics, Perfumes, Colognes

Home Interior Haute Couture Hotel And Resort Customize Business Class

High Price
High-end Collection High Price High Price

Brand Extension
1975: Ready-to-wear (RTW) 1980s: RTW + Accessories

1990s: RTW + Accessories + Mens Accessories + Home

2000s: RTW + Accessories + Mens Accessories + Home + Home Expansion + Watches & Jewellery + Hospitality (Hotels & Resorts) +Restaurants + Nightclubs + Chocolates (!)

Brand Structure
Identical to the umbrella brand strategy except for one key point the products have their own brand name provide a two-tiered sense of difference and depth