Brand Architecture
The map of every brand Arkanza runs and how they relate. This is the backbone of the whole KB — the #brand/ tags, the App brands table, and every brand guide all point back here.
#owner/anton #status/draft
Portfolio (confirmed structure — Anton, 2026-07-11)
Arkanza runs one main brand + 3 active sub-brands + 2 inactive brands. (This supersedes the earlier “6 primary + 3 startup” scaffold, which was a placeholder assumption.) Positioning per brand is still to be written — that’s the general-knowledge discussion in progress; do not invent it.
Slug (#brand/) | Name | Tier | Product lines | Status | Positioning (1 line) |
|---|---|---|---|---|---|
arkanza | Arkanza | Main brand | 3 seri: Premium (entry) · Exclusive (mid) · Signature (top) | Active | Pria modern 21–34; motif eksklusif HAKI, elegan-berwibawa; flagship/ambassador |
dananta | Dananta | Sub-brand | Katun & Poly (harga sama, material beda) | Active | Anak muda; modern/trendy, fashion editorial; the youthful one |
loka | Loka | Sub-brand | Katun & Poly | Active | Persona Jawa jenaka/relatable; termurah; playful tapi tetap elegan |
sudjiwo | Sudjiwo | Sub-brand | Katun & Poly | Active | Persona Jawa berkarisma/berwibawa; charm; value + budaya |
oamra | Oamra | — | — | Inactive | (not currently marketed) |
nusantara | Nusantara | — | — | Inactive | (not currently marketed) |
Harga jual (band) + margin floor per brand → Pricing_Architecture; COGS + full economics in Profit Engine 2026.
Positioning ladder (dikonfirmasi Anton, 2026-07-11)
Semua brand = kemeja batik pria; pembeda = persona + gaya + harga, bukan kategori. Arkanza main brand di kelas premium; tiga sub-brand mengisi band terjangkau dengan persona berbeda supaya tidak saling makan:
| Brand | Harga* | Peran & persona |
|---|---|---|
| Loka | ~170–180 rb | termurah; persona Jawa jenaka/relatable, playful tapi tetap elegan |
| Sudjiwo | ~190–200 rb | persona Jawa berkarisma/berwibawa, charm, value + budaya |
| Dananta | ~190–200 rb | youthful; anak muda, modern/trendy, fashion editorial |
| Arkanza | ~200–300 rb | flagship/ambassador; modern, eksklusif (HAKI), elegan-berwibawa |
*Angka = band harga jual (ribu Rupiah), dikonfirmasi Anton. COGS + ekonomi detail di Profit Engine 2026 · Pricing_Architecture.
Detail per brand → guide masing-masing di 02 · Brand Guidelines.
Architecture model (Anton, 2026-07-11)
Same management, separate budgets & structure per brand. Arkanza and the sub-brands run under one marketing management line (Anton + team), but each brand carries its own ad budget and its own operating structure — not a shared pool. Both textbook models apply in part: a sub-brand can stand on its own (House-of-Brands freedom) while still sitting under one management (Branded-House efficiency).
Practical consequences (these drive the rest of the KB):
- Budget, targets, and affiliate/KOL strategy are set per brand, never blended (Budget_and_Allocation allocates separately).
- Each brand needs its own positioning + image before affiliate targeting (why per-brand affiliate criteria are deferred — Affiliate_KOL_Criteria_Matrix).
- “Blended ROAS” at the Lead scorecard is a rollup for oversight, not a shared budget line.
Related: Org_Structure_and_RACI · Positioning_and_Segments