Brand architecture
Brand architecture refers to the structured arrangement of brands within a brand portfolio, defining their relationships and communication strategies. The options include monolithic brands, where the entire offering falls under one brand name; umbrella brands and sub-brands, with the umbrella brand taking a prominent role; endorsed brands, where individual brands stand out but are backed by a master brand; and house of brands, which comprises individual brands without an evident link.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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