Brand Architecture!

As my final post, I wanted it to be on architecture and talk about where all the brands I have mentioned fall.

Schneider's:
Schneider's is a family brand, or branded house. They really reinforce the quality of their brand and are very proud of it.

M&M's:
These candies are owned by a separate company called MARS. They also own other brands like Snickers, Wrigley's Gum, Extra, Pedigree, and even Uncle Ben's. Therefore M&M's is an individual brand. They are marketed under their own brand name and title.

Starbucks:
Starbucks is a family brand, or branded house. From its wee beginnings in Chicago, to the international giant it has become, it is and always will be Starbucks. They have come out with other products, but are all under the Starbucks name.

Oatmeal Crisp:
This cereal is owned by General Mills, and therefore is an individual brand.

iPod:
Apple owns iPod, and it is marketed as the Apple iPod. Therefore iPods are part of the Apple family brand.

CoverGirl:
The giant that is Procter and Gamble owns CoverGirl. Therefore it is an individual brand because it is promoted as its own brand.


Herbal Essences:
Just like CoverGirl, Procter and Gamble own Herbal Essences as well. This just reinforces that these two unique brands come from one company.

Kraft Dinner and Stove Top:
Both of these companies were created by Kraft. This is a huge company that has products mostly consisting of food. Both Kraft Dinner and Stove Top are marketed separately.

Winners:
Winners Merchants International is the corporate identity for Winners. It is a branded house, and is a retail chain.


I wanted to take a look at things that I use, and products that I have looked at to see their brand architecture. I am not surprised by many, I did not think CoverGirl was owned by P&G but I knew it was an individual brand and that another company did take care of it.