On the other hand

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The monolithic architecture model uses the same corporate identity and logo for all brand divisions that hang off the main one.

There are many that use this type of architecture in their marketing branding but I would like to highlight some of them as an example: Virgin, Amazon, Acciona or Fedex.

The main advantage of this model is that it allows us to maximize investment efforts by sharing the same logo and corporate communication.

On the other hand, a company with a monolithic architecture faces reputational risks that can affect it and spread in a cascading manner to the rest of the companies.

Finally, monolithic architecture presents problems when it comes to positioning different brands correctly.

2.- Endorsement Architecture
The Endorse model enables the presentation of the umbrella brand while allowing the development of the rest individually.

We also find many firms with Endorse type architecture on the market.

Here are some examples of them: Meliá, Apple, Henkel, P&G or Unilever.

An Endorse architecture offers greater flexibility when it comes to creating differentiation in corporate communication and when it comes to positioning it, although it is not 100% free of risk of contagion in the event of a reputation crisis .

3.- Multi-brand Architecture
Finally, the Multi-Brand architecture model offers Brand managers much more creative freedom when defining corporate communication and communication.

In this model we find a main brand and others with an identity independent of the main one.

Some examples are: Inditex, Diageo or General Motors.

The main drawback of the multi-brand model is that a lot of financial effort must be spent on each and every one of them, but on the other hand, it allows the Brand Manager much more freedom in matters related to communication and positioning, it is much cleaner.

And since we have been mentioning the Brand Manager, we must take into account that marketing branding or branding is managed in companies by the Brand Manager, so it is essential to know what a Brand Manager is and what their main functions are.
, a fundamental aspect to consider in branding is positioning.

What is brand positioning?
Positioning refers to the place that a particular firm occupies in the mind of the consumer in reference to certain parameters and always in relation to its competitors.

To measure positioning in marketing branding, we use a tool known as a positioning map.

What is a positioning map?
The positioning map is a simple tool in which we can place different brands between email database australia two axes to which we have previously assigned attributes.

Some of the most commonly used attributes for creating positioning maps are:

Quality-Price.
Performance-Price.
Trend-Price.
Emotional-Rational.
Recognition-Style.
In digital marketing, we can also use positioning maps to understand brand positioning.

In this case we can use parameters like:

Number of followers-Engagement Ratio.
Number of followers-Authority.