"Brand architecture orchestrates the relationship between the corporate brand

and its businesses, product lines and product brands" (91). It clarifies all levels of

branding into a single thought. Through brand architecture, firms can distinguish which

brand can give the most credibility and is most effective in communicating the

company's goals to the target audience.

There are four structures of brand architecture:

1. Masterbrand - single brand is the primary source of credibility

2. Overbrand - individual brands operate under a strong family brand

3. Endorsed Brand - "source" brand provides the umbrella brand credibility

4. Freestanding Brand - little to no connection to parent brand

In today's market, various companies are becoming open to creating brands that

are powerful in itself, that is using overbrand and endorsement strategies rather than

just relying in a masterbrand. This is a result of the following reasons:

The communications environment is rapidly evolving and expanding

Technological advancement is essential as people expect that the brand they

buy become continuously relevant to their lives by constantly evolving with them

Customer focused marketing is central to brand architecture as there is a need to

make new products readily identifiable to potential buyers.

It is important to identify a brand architecture structure and focus on

implementing it. Nonetheless, it is possible to have a hybrid architecture.