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Brand Architecture

Photo: Woman standing and holding a chart

Brand architecture is a systematic way of organizing the identity of the different products, messages, or elements of an organization so that people both within and outside of the organization understand how its clients or customers are being served. Brand architecture also provides a solid framework for an organization to manage future opportunities so that the new ventures are strengthened by their association with the value and equity invested in current activities.

The advantage of brand architecture is simple: Building onto the equity of an existing, strong brand is much easier, and less expensive, than launching a new effort. Macro communications and marketing specialists help organizations establish an effective brand architecture through strategic analysis and by optimizing the relationships among an organization, its products, and its clients. Our brand architecture strategy consolidates the image your organization wants to project, both now and in future endeavors.

For more information about our international corporate brand research, including our trademarked BrandTouch™ program, the first discrete research tool that measures a company’s performance against its core values, visit ORC International.

Brand Penetration Among Product Users
Every year, since 1988, Macro conducts a biannual two-phase telephone survey among current, former, and potential owners of a home aquarium. We compile a projectable national probability sample of 1,000 households and conduct interviews with adults across all 4 time zones and all 9 census regions to update market penetration statistics by census and company sales regions. This company uses the market data collected by Macro to evaluate household incidence and provide demographic tracking of aquarium and related product usage. The survey also provides the company with measures of brand and advertising awareness, brand usage, brand usage diagnostics, product usage, source of purchase, and other relevant marketing information.

National Awareness of Motor Challenge
The U.S. Department of Energy created several programs to promote energy-efficient practices in business and industry, starting with the Motor Challenge. Macro provided a full range of support services developing policy; educating industry audiences; recruiting partners; supporting trade show participation; creating software, databases, and Web sites; and coordinating multiple media campaigns. Our media specialists sent advisories and news releases to the press, arranged interviews with experts, sent background materials, and made followup telephone calls. These efforts resulted in a number of highly successful program launch events held at the National Press Club in Washington, DC. Press coverage averaged 20 articles on each event, contributing substantially to awareness of and participation in the Motor Challenge.

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