Lays (Baked and Regular) - Brand Architecture

Brand Architecture is the structure a business chooses to organize a hierarchy of its brand properties. This allows the brand to arrange its brand positioning and products where they align to the appropriate markets. It allows the brand to update and change products within other categories without disturbing previous marketing investments. It also helps the target markets differentiate the brands products better due to the architecture structure the brand chooses. 

For an example the Frito-Lays brand has had encountered problems with markets being unable to differentiate the products from baked to regular and which product suited them. So by repositioning the Lays "baked" products in new packaging, they were able to organize the Architectural structure of the brand making the work easier when m

arketing its products. With this new organized hierarchy Lays is able to further the distance between Baked Lays and regular Lays, where it can move the brand into a more healthier category.

Here is the new packaging of the Lays baked goods, where you can see the differentiation between the Original Lays Products to the Baked ones.