Marketing Atlas
한국어
◆ Brand & positioning

Brand architecture

브랜드 구조

Define how corporate, product and sub-brand names relate.

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html
<div class="arch"><div class="arch-head"><button class="on" data-mode="one">ONE BRAND</button><button data-mode="many">MANY BRANDS</button></div><div class="arch-tree"><div class="arch-parent" id="arch-parent">NORTH</div><div class="arch-products"><span id="arch-a">NORTH HOME</span><span id="arch-b">NORTH MOVE</span><span id="arch-c">NORTH CARE</span></div></div><small id="arch-caption">SHARED NAME · SHARED REPUTATION</small></div>
css
.arch{width:min(91%,500px);font:800 clamp(10px,2vmin,14px)/1.15 sans-serif;text-align:center}.arch-head{display:flex;gap:5px}.arch button{flex:1;border:1px solid var(--line);padding:7px 3px;background:var(--surface);color:var(--fg);font:inherit;cursor:pointer}.arch button.on{background:var(--fg);color:var(--bg)}.arch-tree{padding:clamp(8px,2vmin,16px) 0}.arch-parent{width:50%;margin:auto;padding:clamp(7px,1.8vmin,14px);background:var(--accent);color:white;font-size:clamp(13px,3vmin,24px)}.arch-products{display:flex;gap:5px;margin-top:clamp(14px,4vmin,28px)}.arch-products span{position:relative;flex:1;min-width:0;border:2px solid var(--accent);padding:clamp(7px,2vmin,14px) 2px;background:var(--surface);font-size:clamp(10px,1.8vmin,13px)}.arch-products span:before{content:'';position:absolute;left:50%;top:calc(-1 * clamp(14px,4vmin,28px));width:2px;height:clamp(14px,4vmin,28px);background:var(--accent)}.arch small{color:var(--muted);font-size:clamp(10px,1.7vmin,12px)}@media(min-width:700px){body>div{transform:scale(1.8)}}
js
let mode='one',touched=false;const buttons=[...document.querySelectorAll('.arch button')];function show(){buttons.forEach(b=>b.classList.toggle('on',b.dataset.mode===mode));document.querySelector('#arch-parent').textContent=mode==='one'?'NORTH':'HOLDING CO.';['a','b','c'].forEach((x,i)=>document.querySelector('#arch-'+x).textContent=(mode==='one'?['NORTH HOME','NORTH MOVE','NORTH CARE']:['HABIT','ROAM','VERGE'])[i]);document.querySelector('#arch-caption').textContent=mode==='one'?'SHARED NAME · SHARED REPUTATION':'SEPARATE NAMES · SEPARATE SIGNALS'}buttons.forEach(b=>b.onclick=()=>{touched=true;mode=b.dataset.mode;show()});setInterval(()=>{if(!touched){mode=mode==='one'?'many':'one';show()}},1400);
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Brand identity브랜드 정체성

Combine visual and verbal cues so touchpoints feel like one brand.

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Brand extension브랜드 확장

Assess fit and confusion when a known name enters a new category.

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Distinctive assets in creator content크리에이터 콘텐츠의 식별 자산

Keep recognizable brand cues inside a creator’s own expression.

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Brand content provenance signal브랜드 콘텐츠 출처 신호

Give audiences inspectable context about how brand media was made.

Brand architecture defines whether a portfolio shares one name, uses separate product names, or relies on endorsement from a parent. It affects how customers understand relationships among offers.

The demo switches the same three products between a shared and separate naming structure. In practice, examine how buyers browse, what trust can transfer and how failure might spill over.

A tidy internal chart is insufficient. Check whether the naming is consistent at real customer touchpoints.

When to use

Use when a portfolio grows or an acquisition changes the naming system.

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