What Is a Hybrid Brand?
This model of brand architecture is called hybrid simply because it is a combination of all the other brand architecture models. A brand may endorse some subsidiaries which makes them linked to the parent brand while other subsidiaries remain independent. This happens when a brand has multiple services or products. In short, a hybrid brand architecture is the combination of two or more of the other brand architecture models.
Pros of a Hybrid Brand
Best of Both Worlds
Flexible Brand Strategy
Adaptable to Market Changes
Cons of a Hybrid Brand
Difficulty to Implement
More Resources Needed
Possible Consumer Confusion
Hybrid Brand Examples
1. Microsoft
Microsoft is one of the largest multi-billion dollar companies that provide software products that help people in their everyday life. They have subsidiaries that align with their main brand identity such as all the Microsoft 365 products while also managing separate brands such as Skype and Xbox.
2. Amazon
Amazon is also a large American multinational company that mainly focuses on e-commerce while managing other brands that cater to other target markets and industries. Their subsidiaries such as Amazon Prime Video and Amazon Kindle obviously align with the parent brand’s identity, image and purpose. On the other hand, they also manage brands such as Twitch and Whole Foods Market that look completely different and serve different target markets.
When Should You Consider a Hybrid Brand
Deciding what brand architecture to apply to your brand may be a confusing and time-consuming process. However, to give you a little nudge, a brand may consider the hybrid brand architecture when:
Their existing brand strategy needs a mixture of architectures:
They want a diverse portfolio of products and services:
They want to balance brand consistency and independent brands:
How to Create a Hybrid Brand
Understand Your Target Market:
Choose the Right Combination:
Invest in the Right Resources:
Conclusion
Hybrid brand strategies are no easy feat but can be highly profitable when planned out right. Combining the suitable brand architectures that suit a brand’s unique preferences may even increase profitability and provide many other benefits. With detailed planning and execution of a hybrid brand model, a brand can achieve a stronger brand identity and a largely diverse target market. It also helps the brand stand out in the market competition and build an overall stronger brand. However, if you as a brand are unsure of what brand architecture suits you, CR8 Consultancy is always on standby to provide our expertise and help you build your brand architecture.
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