Recruiter's Glossary

Examples: CPRP • TTL • SSP

Brand Architecture

Term from Advertising Agencies industry explained for recruiters

Brand Architecture is how companies organize and present their different brands, products, and services to customers. Think of it like organizing a family tree for brands - showing how different products relate to each other and the main company. For example, how Marriott organizes its different hotel brands (like Courtyard, Westin, and Ritz-Carlton) or how Procter & Gamble structures its various consumer products. Marketing professionals use brand architecture to help companies make their brand portfolio clear and meaningful to customers. This skill is particularly valuable in advertising agencies and marketing departments that handle multiple brands or product lines.

Examples in Resumes

Developed Brand Architecture strategy for a Fortune 500 retail company's product portfolio

Led Brand Architecture restructuring project resulting in 30% improved brand recognition

Created Brand Architecture and Brand Hierarchy systems for merger of two major consumer brands

Typical job title: "Brand Strategists"

Also try searching for:

Brand Manager Brand Strategist Brand Portfolio Manager Strategic Brand Planner Brand Architecture Specialist Brand Strategy Director Marketing Strategist

Where to Find Brand Strategists

Professional Organizations

Job Boards

Industry Resources

• AdAge
• Brand Strategy Groups on LinkedIn
• Brand Strategy Professionals on LinkedIn

Example Interview Questions

Senior Level Questions

Q: Can you explain how you would approach restructuring a company's brand architecture after a major acquisition?

Expected Answer: A senior candidate should discuss analyzing both companies' existing brand structures, evaluating brand equity, considering customer perception, and creating a clear transition plan that maintains brand value while achieving business objectives.

Q: How do you measure the success of a brand architecture strategy?

Expected Answer: Look for answers that mention specific metrics like brand recognition rates, customer confusion reduction, market share growth, and revenue impact, along with methods for tracking these metrics.

Mid Level Questions

Q: What are the main types of brand architecture and when would you use each?

Expected Answer: Should explain house of brands (like P&G's separate brands), branded house (like FedEx's connected brands), and hybrid approaches in simple terms with real-world examples.

Q: How would you handle a situation where different products within a brand portfolio are competing with each other?

Expected Answer: Should discuss ways to differentiate products, target different customer segments, and adjust positioning to minimize internal competition while maximizing overall company benefit.

Junior Level Questions

Q: What is brand architecture and why is it important?

Expected Answer: Should be able to explain that it's how companies organize and present their brands to customers, making it easier for people to understand what products a company offers and how they relate to each other.

Q: Can you give an example of a company with good brand architecture?

Expected Answer: Should be able to describe a well-known example like Virgin Group or Apple, explaining how their products and sub-brands are organized and why it works well.