Brand Architecture

Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques.
Posts about Brand Architecture
  • Be Smart About Which Brand Architecture You Need

    …-brands that have lost their effectiveness Usability research to validate customer understand and acceptance of the new system Decision trees and guidelines to avoid sub-brand name proliferation in the future * * * Sometimes, the three scenarios come together in a single assignment. However, this is not always the case. You need to make sure that the RFP is clear as to what is needed, and that the outside resources you use have the necessary skill sets. …

    MarketingProfs- 2 readers -
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