Brand Architecture
Brand architecture defines the structure, relationship and roles of
each brand in the Daraz portfolio. It gives clarity to our external offer,
provides direction for expansion and delivers value through efficiency
and leveraging equity in existing brands.
Our brand architecture
To become South Asia’s leading ecommerce platform and single
destination for anything and everything people could possibly want
or need, we need to build equity and trust in a single brand.
That’s why we’ve adopted a hybrid model heavily weighted towards
the monolithic brand architecture model, uniting the majority of the
offering under one powerful brand. Building equity, driving
trust and cementing Daraz’s position in the market as the leading
ecommerce platform in South Asia.
With few exceptions, all current ‘brands’ become product or service
descriptors under the Daraz masterbrand.
Brand model
Monolithic
It is more effective and efficient to drive awareness, consideration and
preference in one brand versus multiple sub or singular brands. A heavy
weighting towards a monolithic brand makes for a simpler customer interface and experience, driving customers to one brand & app for all their needs.
With few exceptions all Daraz brands move to this model.
Endorsed Brand
The first exception that does not sit under the monolithic brand are our private labels. Private labelling is a core Daraz growth strategy, most notably in fashion. The development of private label brands, requires the development of products that fulfil needs/wants of particular audience segments.
Private label will be endorsed by Daraz.
House of Brands
The second exception is standalone brands and these exist for 2 reasons:
The brand will live outside the Daraz ecosystem, serving customer needs and wants independent of Daraz. (e.g. Maahru & Coco)
They are businesses/brands acquired by Daraz that carry equity amongst existing customers that would be comprised if shifted to Daraz immediately. (e.g. HungryNaki)
Decision tree
Our brand purpose succinctly explains why we exist and what the
core pursuit of our brand is.
