> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-three-connected-tools/company-strategy-tools/product-service-map.md).

# Product/Service Map

<div data-with-frame="true"><figure><img src="/files/X441UkT3NozByUMWChrg" alt=""><figcaption></figcaption></figure></div>

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### Tool Notes

The Product/Service Map works from the Brand Architecture Map down. The first decision is the overall brand architecture strategy: House of Brands, Hybrid, Endorsed Brands, or Branded House. That choice determines the structure of the tiers below it.

From the master brand, the map moves through sub-brands, product and service families, individual products and services, and variants. Each tier has a distinct role. Sub-brands carry independent brand equity and require separate strategic investment. Families group related products under a shared identity. Variants are the same product or service in different configurations.

The categories are designed to be customised. Not every business needs every tier, and the labels can be adapted to reflect how the portfolio actually works. The map is a working document, not a fixed taxonomy.

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#### Framework Content

The Product/Service Map is structured as a matrix. The columns represent the four brand architecture positions across the top: House of Brands, Hybrid, Endorsed Brands, and Branded House. The rows represent the portfolio tiers from top to bottom.

**Brand Architecture Strategy row.** The first row requires the team to decide which brand architecture position applies: House of Brands, Hybrid, Endorsed Brands, or Branded House. This decision governs the structure of everything below it. See the Brand Architecture Map for the full spectrum and trade-offs.

**Master Brand.** Depending on the overall brand architecture strategy, this is either the Corporate Parent (in a House of Brands or Hybrid) or the Umbrella Brand (in an Endorsed Brands or Branded House structure).

**Sub-brands.** Portfolio brands that have separate investment in strategy, marketing, and legal, with the aim of growing independent brand equity.

**Product and Service Families.** Umbrella products or categories that group related offerings under a shared identity without carrying full sub-brand investment.

**Products and Services.** Key products or series that are actively traded.

**Product and Service Variants.** The same product or service in different configurations: size, colour, format, or other variations.

The note on the framework states: customise categories to best explain the relationships within your business. Not every tier will apply to every portfolio. The map is designed to flex to the actual structure of the business, not to impose a standard hierarchy.
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### References

The framework draws on the same body of work as the Brand Architecture Map: Aaker and Joachimsthaler's brand portfolio thinking from Brand Leadership (2000), Kapferer's portfolio and hierarchy frameworks from The New Strategic Brand Management (2012), Keller's Strategic Brand Management (2012), Kotler's Marketing Management (2016), and Olins' work on corporate identity from The Brand Handbook (2008). The Product/Service Map was designed and adapted for the AoM by Kieran Antill and Ross Hastings (2022), extending the Brand Architecture Map into a full portfolio hierarchy tool and standardising it within the AoM design system.

[*See all AoM references*](/governance/references.md)

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### AoM Structure

{% columns %}
{% column width="25%" %}
*Section*
{% endcolumn %}

{% column width="75%" %}
{% content-ref url="/pages/6CSrCYr5gbksVRTUXHBY" %}
[Company Strategy](/the-aom-model/layer-two-fundamentals/company-strategy.md)
{% endcontent-ref %}
{% endcolumn %}
{% endcolumns %}

{% columns %}
{% column width="25%" %}
*Sub-section*
{% endcolumn %}

{% column width="75%" %}
{% content-ref url="/pages/ySBpAYcTmYKUl7OsZsG0" %}
[How](/the-aom-model/layer-two-fundamentals/company-strategy/how.md)
{% endcontent-ref %}
{% endcolumn %}
{% endcolumns %}

{% columns %}
{% column width="25%" %}
*Connected Fundamental(s)*
{% endcolumn %}

{% column width="75%" %}
{% content-ref url="/pages/83GjAuapvPQu4PXT2hOs" %}
[Product / Service Architecture](/the-aom-model/layer-two-fundamentals/company-strategy/how/product-service-architecture.md)
{% endcontent-ref %}
{% endcolumn %}
{% endcolumns %}

***