Brand Architecture

The Asbury University Brand architecture was developed by Asbury University staff.

Brand architecture refers to how an organization structures and names the brands within its portfolio.

Core Brand: Asbury University

• The singular idea you’d like to own in the hearts and minds of your audience
• The consistent expression of the brand promise
• Aimed at the most important core audience
• Must have the same voice, tone, and visual identity

Sub-brands

• Typically are athletics and alumni organizations, for instance you will see a variety of logos designed specifically for the Asbury Eagles
• Have their own distinct personalities, but are linked to the core brand and bring something of value to the core brand
• Core values are the same as the core brand
• Target audience is the same as the core brand
• More expensive to build and maintain than the core brand
• University best served by using core brand

Independent Brands

• Asbury Eagles
• Highbridge Film Festival
• WACW
• The COLLEGIAN
• C.S. Lewis Center
• NewsWatch

How are these groups different?

• Represent a departure from the core brand
• Product or service different from the core brand
• Target audience different from the core brand
• Most expensive to maintain
• Organization and campus best served by using their own logo
• Relationship between independent brands and core brand shown
• Campus enterprises run by students for educational purposes related to how to manage and operate a business, including advertising, marketing, and branding, should use an independent brand. See examples: Highbridge Film Festival, The COLLEGIAN, WACW, NewsWatch