Brand architecture

brand architecture


“Brand architecture and nomenclature systems bring clarity, cohesion and consistency to a brand portfolio”

A brand name interacts with other names from its own brand portfolio. It gives meaning to the mother brand and other brands in the same product range. A brand portfolio is actually an interrelated family of brand names.

We carry out programs to assess, build, and transform brand portfolios and architectures for complex lines and ranges of products, services, departments, business units and companies. Services include: brand architecture audits, organization and management of brand portfolios (including restructuring and consolidation), brand optimization and development strategies, and creation of naming systems.

Brand positioning

A brand exists because it has a distinct edge over other brands. This can be achieved in several ways. The function of the name is to convey the difference. Therefore, in addition to naming, GNN is strong at helping develop a good brand positioning.


Clients often turn to us because their brand has become too limited due to its name or its positioning. A name that worked 10 years ago, may no longer be adequate. This could be because it is not suitable for international use, or because the product offerings are starting to fall beyond the scope of the name. GNN offers solutions where the right changes are made while retaining as much of the brand’s carefully built value as possible.

companies we've worked with

Begin typing your search term above and press enter to search. Press ESC to cancel.

Back To Top