The Scenario
A South African fintech company started with a payment processing product. They then launched a lending product and an insurance product. Now they are launching a business banking product. Each product has its own brand identity, which is confusing customers and diluting marketing spend.
The Brief
Recommend a brand architecture strategy: branded house (Google), house of brands (P&G), endorsed brands (Marriott), or hybrid. Justify your choice and design the naming, visual identity, and go-to-market implications.
Deliverables
- A comparison of at least 3 brand architecture models with pros and cons for this specific company
- Your recommended model with a justification tied to the company's growth stage, market, and customer base
- The naming convention for the 4 products under your chosen architecture
- Go-to-market implications: how the architecture affects advertising, SEO, and customer acquisition cost
Submission Guidance
Brand architecture is not just a naming exercise. It affects marketing spend efficiency, cross-selling, and customer trust. Show you understand these business implications.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.