Brand architecture is the structure of brands and how they fit together. Brand architecture defines how your overall corporate brand relates to your sub-brands and how they support one another. At the core of your brand architecture is your values and the heart of what your brand is. The architecture should help all of your products relate to each other in such a way that you are building equity and momentum between all of your brands. Your brand architecture should build strong relationships and organize and define your products writhing the marketplace and to your consumers. The brand architecture should revolve around a centered critical message that appeals to your audience and makes it easy to see how your brands fit together to satisfy their needs.