Building Brand Architecture
A specific and clear brand architecture will highlight the sub-brands, show how they relate to each other, and form a unified whole.
- Enhancing Brand Value
- A Suitable Growth Strategy
- Protecting the Existing Market
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6 Common Problems Businesses Face
Vague strategy with no clear implementation plan
Lack of in-depth research and analysis on economy, technology, customers, and competitors. No clear objectives or proper execution of each strategy.
Inconsistent brand management system
The brand has not established its positioning, product portfolio, identity, and image in a consistent and unified manner.
Improper budget allocation
Uneven allocation and prioritization of brand activities make it difficult to implement brand architecture.
People who operate and understand the brand
The workforce is insufficient to operate a complete brand architecture plan and lacks strong brand engagement.
Customers are not loyal to the brand
Focusing only on short-term sales without considering long-term profitability.
Reluctant to change marketing mindset and innovate
The continuous evolution of marketing and the application of digital into brand architecture enable more diverse execution approaches.
About UsSEFA Media
SEFA Media aims to establish credibility and a solid position on the world economic map: to become Vietnam’s leading international multi-industry corporation within the next 10 years, and a leading corporation in Asia within the following 20 years.
With a team of over 80 personnel, 90% holding Doctoral or Master’s degrees and being top experts in Information Technology, Economics, Finance, Marketing, and International Trade, SEFA Media is ready to accompany and support thousands of businesses in enhancing their competitiveness, reaching greater goals, and meeting quality standards worthy of their brand positioning.
What is Brand Architecture?
Brand Architecture is a corporate strategy aimed at building an ecosystem foundation for the entire process of brand formation and development, which the business creates, directs, and expands in the future. By arranging and allocating elements within the whole, brand architecture serves as the organizational structure of a company’s brand portfolio, sub-brands, products, and services.
An effective brand architecture includes an integrated system of:
- Name
- Logo
- Colors
- Visual language
These are the keys to shaping how customers perceive your business, and the simplest way for them to understand which brands you own and what products or services you provide.
Brand architecture defines both the breadth and depth of a brand. It not only helps organize products and make them clearer to consumers but also influences customer behavior—by transferring maximum value from the parent brand to the sub-brands.
06 Clear Benefits of Brand Architecture
Many businesses still do not fully understand the value that brand architecture brings. Based on its experience, SEFA Media has observed during the consulting process that there are several groups of benefits gained from building a strong brand architecture.
- Target specific customers
- Reduce implementation costs
- Clear brand positioning and messaging
- Strengthen stakeholder trust
- Increase customer awareness
- Protect and enhance brand value
Reasons to choose SEFA
Specialize
Effective
Flexible
Evidently
Specialized
Sustainable
04 Unique Brand Architecture Models
Brand architecture affects both the breadth and depth of a brand. More precisely, brand architecture is a solution for managing the perceptions of all stakeholders, including target customers and consumers.
For many brands with a strong architecture, customers are often influenced by the parent brand’s reputation when choosing sub-brand products.
Branded House
The first step to implement this brand architecture model is to develop a strong brand that secures a leading position in its field.
The advantage of the House of Brands architecture is that loyal customers are always willing to purchase other products or services without worrying about product quality or customer service policies.
It also helps optimize advertising costs, as there is no need to create extra buzz or emphasis because the brand is already very strong.
However, disadvantages occur if the company loses control over its products and services, introducing items that are outside its core strengths, leading to ineffective brand diffusion. Sub-brands that provide poor experiences will gradually erode customer trust.
Examples of brands using the Branded House architecture include:
- Apple
- Virgin
- Harley Davidson
- FedEx
House of Brands
This is a type of brand architecture in which a parent brand branches out, owning and managing multiple smaller sub-brands.
This type of architecture is not widely recognized by consumers; it primarily exists in the subconscious of business owners.
A key identifier is that the parent brand is noted on the sub-brand’s packaging to assert its reputation, but it does not directly influence the sub-brand.
One of the benefits of the House of Brands model is that the parent brand can own multiple sub-brands targeting different market segments without causing conflicts, as each operates in a distinct price range and segment.
Consequently, companies using the House of Brands do not heavily promote the relationship between the parent brand and sub-brands, as it could negatively affect the parent brand’s image.
The downside is that it can be budget-intensive, requiring a large-scale operation with abundant resources. Each sub-brand demands separate advertising resources and operates under the management of one company.
Examples of brands using the House of Brands architecture include:
General Motors
P&G
Unilever
Hybrid
This is a hybrid brand architecture, where there is a parent brand and another brand operates on the foundation of the parent brand, while sub-brands of equal level are developed along a vertical axis.
This architecture has received considerable criticism. Experts argue that its nature resembles a “cash cow” for mergers and acquisitions, which can hinder the necessary competition in any market.
Examples of brands using the Hybrid architecture include:
- Amazon
- Alphabet
- Coca-Cola
- Microsoft
Endorsed
This is a model in which a smaller brand is endorsed and introduced to a wide audience through a larger brand. In the Endorsed model, both the endorsing brand and the endorsed brand benefit, making it more suitable for many businesses due to cost efficiency.
Examples of brands using the Endorsed architecture include:
- Marriott
- Nabisco
- Honda
- Kellogg’s
Basic Components of Brand Architecture
Product-Based Brand Architecture (Product Branding)
It is primarily based on the manufacturer’s mindset, categorizing the company’s products according to their function or technological sub-division.
Horizontal Expansion Brand Architecture (Line Branding)
It leverages the existing brand’s advantage in reaching its target customers to expand other products suitable for the same customer segment.
Category-Based Brand Architecture (Range Branding)
It is based on a perfect product concept from the outset, which is consistently maintained throughout the brand’s development process.
Umbrella Brand Architecture (Umbrella Branding)
The ability to concentrate resources on a single major brand, which can also serve as the company’s or group’s corporate brand.
Shared Brand Architecture (Shared Branding)
The main approach is to use another strong brand by attaching its name to your product. This method is common in the process of brand franchising.
Endorsement Brand Architecture (Endorsement Branding)
An endorsing (or guarantor) brand has a very distinctive feature: it is not directly attached to the product brand name, creating an independent entity. It usually stands alone or is separate from the product brand name group.
Corporate Brand Labeling Model (Corporate Branding)
The spirit of Corporate Branding is not only reflected in the product brand positioning strategy but also in the “will” to develop a “corporation,” concentrating all strength into a single major brand.
New Case Study
Selected notable projects executed by SEFA Media
OREM – Communication Strategy to enhance Brand Identity of high-end Japanese fabric curtain products
Introduction ✪ Project: Brand Awareness Communication Strategy ✪ Brand: OREM ✪ Field: Manufacturing – Export ✪ Implementation time: 6 months Background OREM is a high-end designer curtain brand under ODA Vietnam Co., Ltd. Developed on the basis of advanced production techniques and modern design thinking, OREM offers exclusive Japanese-style curtains, clearly expressing the aesthetic taste […]
Revenue growth of high-end oriental medicine products for leading pharmaceutical manufacturer Traphaco
In the context of an increasingly competitive pharmaceutical market, businesses not only need a strong brand but also need to adapt to digital consumption trends. Traphaco – a leading pharmaceutical brand in Vietnam with more than 50 years of development is expanding its business strategy, especially its high-end oriental medicine product line. However, to reach […]
Performance Max Strategy for Health & Beauty Product distribution in the US Market
The US market is one of the most competitive markets in the health & beauty industry, especially for businesses that want to reach the Vietnamese community in the US. Tina Horizon , with more than 10 years of experience in the industry, has been looking for optimal marketing solutions to reach the right potential customers, […]
Branding strategy for cat food product line from Malaysia
The cat food market is becoming increasingly competitive, especially with the entry of international brands. Among a wide range of choices, how can a product from Malaysia conquer consumers and establish a solid position in Vietnam? Let’s join SEFA Media to learn about the brand strategy that helps the Malaysian cat food brand – Powercat […]
SEFA Media project assessment and 2025 renewal collaboration with leading 5-star hotel in Hoi An
2025 is an opportunity for businesses to grow rapidly, especially in the high-end Tourism and Hospitality industry in Vietnam. To continue the momentum of development and expand its influence in the international market, Silk Sense has officially renewed its cooperation with SEFA Media, a leading Brand Strategy and Marketing consulting unit, to deploy breakthrough solutions […]
SEFA Media assessed Xuan Thanh Cement project in Ha Nam
The year 2025 opens up many opportunities and challenges for the manufacturing industry in Vietnam, especially the construction materials sector. SEFA Media has just completed a field survey at the Xuan Thanh Cement project, opening up the prospect of strategic cooperation to bring this brand further on the international map. With a commitment to sustainable […]
Together with Brand Architecture consulting experts, we accompany and help build businesses.
SEFA Media helps businesses develop a strong and suitable brand strategy, guiding brand-building activities directly toward their objectives.
Consulting Process
SEFA is committed to long-term collaboration with clients through a streamlined and well-coordinated workflow across departments, ensuring project efficiency and timely execution.
– Market Research & Market audit;
– Brand Audit & Analysis of Brand DNA;
– Identification of analyze Sources of Growth;
– Customer Behavior Research;
– Data collection & integration across I&O Systems.
– Marketing Plan Development;
– Target audience, Communication strategy;
– Strategic solutions to Core challenges and Tactical brainstorming;
– Channel selection and other related factors.
– Execution aligned with the Marketing Plan;
– Task allocation, monitoring, and control;
– Stakeholder coordination and performance supervision to ensure timely and quality deliverables.
– Real-time updates on Research & Analysis;
– Performance measurement and Marketing plan evaluation;
– Identify strengths and weaknesses for improvement;
– Recommendations for Marketing plan adjustments and enhancements.
– Providing consultation, training, and coaching for the internal team on the implementation and application of the Marketing Plan. Training Corporate personnel to ensure that the brand is executed consistently and effectively across the organization
– Post-training, SEFA Media will conduct a performance evaluation to ensure that the Team has mastered the necessary knowledge and skills to effectively apply the corporate Marketing Plan in their daily operations
What customers say about SEFA Media
Customer trust and recognition inspire SEFA Media to continuously improve and deliver superior service quality.
Suc Song Viet Group entered the market with significant resources but had yet to find a competitive advantage. Fortunately, the Group placed its trust in the Brand Strategy developed by the experts at SEFA Media. Not only did they excel in branding, but SEFA’s strategic thinking in business also truly surprised me — working with relentless determination and showing no hesitation in tackling multi-billion challenges from the Group. They are truly a team worthy of being the No.1 agency in the market!
This was one of DHC’s most important transformation milestones, so we set extremely high standards for quality and control. We sincerely thank SEFA Media for accompanying us and achieving outstanding success in the Brand Consulting and Digital Business Transformation campaign. This has once again reinforced DHC’s strong top-of-mind position in the industry. We truly appreciate SEFA Media’s professionalism and unwavering commitment throughout this project!
Agribank Tay Do Branch sincerely thanks SEFA Media for their advisory support and partnership in this year's strategy. During the most critical phase of our branch's development, the strategic system implemented by SEFA Media delivered an outstanding experience. The close integration with our Promotion Program achieved impressive results, with 85% of key customers reaching back out to us. We are truly delighted with this achievement and deeply value SEFA Media's contribution to the growth of Agribank Tay Do. We look forward to continuing this effective and creative collaboration in the future steps ahead.
FAQ
Brand Strategy Consulting services help identify brand characteristics and develop a plan to effectively build and develop the brand.
SEFA Media's Brand Strategy Consulting service helps analyze the market, competitors and target customers, thereby proposing appropriate strategies and methods to differentiate and build a strong brand.
SEFA Media is a pioneer Marketing Agency in Brand Strategy Consulting with comprehensive Marketing services and long-term business orientation for many large and small businesses in the market. You can refer to our Case studies with Client Projects: Agribank, DHC, Thaco Industry, Mat Viet, WinEco,...
The time it takes to see results depends on the current brand situation and external factors. However, typically, businesses can see initial results after about 3-6 months of implementing a Marketing and Brand Consulting strategy.
Yes, this service is worth investing in as it helps define strategic direction, differentiate the brand and create long-term value for the business.
Brand Strategy Consulting services help build a strong brand image and create advertising and marketing strategies to attract new customers and increase sales.
Of course, we always welcome participation and feedback from customers during the Brand Strategy Consulting process.
Yes, providing detailed information about your brand helps us better understand your goals and help determine the right brand strategy.
The cost of Brand Strategy Consulting services depends on the scope and scale of the project. SEFA Media will provide an estimated cost based on the business's requirements and desires.
Of course, please contact us via phone number 09851 96 239 or email contact@sefamedia.vn to start the Brand Strategy Consulting process with SEFA Media's experienced Experts.
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