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

    … points of view Process expertise—The ability to guide the process through the acquisition negotiation phase and throughout implementation and activation Corporate identity brand architecture Though it's likely that visual identity will come into play as part of an acquisition, this is often a discrete brand architecture scenario as well. A company…

    MarketingProfs- 2 readers -
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