Brand Architecture

Cultivating a strong Morningstar brand shows we are committed to supporting clients on their journey toward financial success, however they define it. Our brand architecture allows us to do just that, unlocking value and creating competitive advantage for Morningstar. 

Our brand architecture establishes well-defined roles and relationships across our diverse brand portfolio—the integrated set of brands, offerings and supporting elements through which we go to market globally—resulting in greater clarity, simplicity, and consistency. It is driven by client needs, not internal or organizational factors, and it is designed to help Morningstar make intuitive sense to all audiences. 

Our long-term strategy is to broaden perceptions of our Morningstar master brand beyond our longstanding reputation for independent ratings and research. We use family brands to expand clients’ understanding of the world of Morningstar and shape how they see us. Each family brand is aligned with one of our focus areas and makes an explicit statement that Morningstar participates in that part of the investor ecosystem. Together, our family brands underpin a holistic and integrated Morningstar brand portfolio that directly benefits every line of business, and in which everyone plays a role in enhancing the Morningstar master brand. 

Strategically, our brand architecture also expands our brand equity, which is the value created by a favorable brand reputation, distinctive associations, and consistent, positive brand experiences. Clients who believe we are trustworthy in a familiar area are more likely to select Morningstar’s offerings over those of competitors in another area.