Brand Strategy
Brand Architecture: Choosing How Your Brands Relate to Each Other
A practical framework for deciding when to use a master brand, sub-brand, endorsed brand or independent brand.
Saurabh Jain· · 12 min· Updated October 2026
IKSH Perspective. As businesses grow, portfolios grow with them. New products, new categories, acquisitions and new audiences can quickly turn a simple brand system into a confusing one. Brand architecture helps decide how those brands should relate — and where they should stand apart.
