Range architecture

How is your brand range architecture? How does this transforms into a brand architecture? Is it clear and relevant for your customers? Does it make sense from a business point of view?
Learn basic principles in Range Architecture: what is it, how it works and how to plan for a workshop.

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1. Range Architecture

2. Background Most of the categories of products we work on are overcrowded, as brands tend to grow by launching new products once they are successful. This makes it very important to clearly define how the offer of our brand is structured. This internal and external structure is called “range architecture”, the structure of our portfolio organised according to some logical criteria. In other words, Range Architecture (sometimes called Brand Architecture) is the way that an organization arranges the portfolio of brands, products or services that it offers. Range Architecture is not only important to guide consumers but also because it defines critical strategic decisions, for example new innovations, communication planning, strategic pricing and operational recommendations. It is important to understand what is it and how to organise it for your brand.

3. First let’s clarify some terminology

4. Brand Sub-brand Variant a Format / size SKU Format / size Variant b The main brand usually defined through a name and/or a logo. Example: Baby Mild Sub-brand is a secondary brand, within a main brand, that helps differentiate a product line to a desired target. It is usually used when the brand expands in different categories or the brand wants to highlight some special new feature. Often it is expressed through a special name, colours and logo (ex. Baby Mild Double Milk) Different type of products within the same brand or sub-brand. Example fragrance of a shampoo or flavours of the same type of Ice Cream. Different type of packaging sizes and formats within the same variant / flavour . Sometimes are simply different sizes, sometimes are special formats for specific retailers or promotional items. SKU stands for “Stock Keeping Unit” and defines a distinct type of product. One and only that one. It is associated with a EAN code. Ex. Baby Mild Double Milk Shampoo 600ml Pumping Cap Package Size : 200 ml. 400 ml. 600 ml (Pumping cap), 400 ml. (Refill) 600 ml (Pumping cap) BRAND SUB-BRAND VARIANT FORMAT SIZE SKU RANGE ARCHITECTURE

5. What to do: 3 essential steps 1 Start from current situation and fill up the “range architecture” Check your brand: Does it have many sub-brand? If yes, define the role of each sub-brand. Why is it there? What is its role for consumers and for the brand? In order to define the role we must apply some logical criteria example “consumer needs”, “usage occasion”, “price positioning” etc … This criteria can change according to different situations, but always starts from consumers. Does it have no sub-brand but many variants? If yes, define the role of each variant as per point (a) Look at the range architecture from different angles: business, positioning and branding. This will help defining whether there are opportunities that we are missing or, in contrary, the range architecture is too complicated and needs to be simplified. 2 3

6. 1. Start from current situation

7. 1. Define what is the current situation. PLEASE NOTE: there are many approaches to structure the brand, there’s no “best solution”; each approach has to be right for the brand and the consumer. Example: some brands are structured on many sub-brands with different logos and visuals, example Baby Mild. Some other are still structured on many sub-brands but maintain the same brand cues (Apple). Some other brands don ’ t use sub-brands at all like M150 or Peptein . Sub-brands helps segmenting but create confusion and dilute the brand strength; they should be carefully thought through before being implemented. Start filling up the range architecture model. Usually the information are all available, especially if we have recently worked on the brand website. If possible, try to get to the “format / size” level. If not, make sure that at least you fill up the model up to the “variant level”. 1

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