Brand Architecture: Global
As the BBC sought to build a stronger and more consistent brand equity in international markets, it needed to find a better way to structure a hugely diverse range of sub-brands – over 2,400 content brands in news, documentaries, drama, comedy and light entertainment,multiple TV channel brands and multiple platforms from television, radio, print, digital and social.
Our work resulted in a clearer brand architecture that allowed them to represent the BBC brand in a more coherent way across all content, channels and platforms, so that every individual piece of BBC content could support a common master-brand equity, while also helping to convey the range of sub-brand propositions being offered to consumers in different countries.
