'Brand architecture' is a marketing term that refers to a model showing how various entities of an organisation, in this case the university, are connected in relation to the organisation's Masterbrand. One way of thinking about brand architecture is to see it as a family tree that indicates relationships between the various members of a family. Just as there are different degrees of closeness in relationship to a parent - such as daughter, sister and cousin - so too are there different degrees of relationship to the 'parent' brand, 'Monash University'. Some entities are closely related to the 'parent' brand (e.g. Monash University Clayton campus, Monash University Art and Design), while for other entities the relationship is more distant (e.g. Monash International), and for commercial entities in particular, still more distant (e.g. Monash Sport). At each level in the brand architecture or hierarchy, a different level of branding is required. For more detailed information on the Monash University brand architecture, see the Monash Brand Guidelines (staff only).

The overall relationship between corporate brands, product brands, sub-brands or complementary brands.

The strategic analysis and development of optimal relationship structures among multiple levels of company, brand, product, and feature names.