Cultural anchoring: Solving brand architecture complexities
Neale Cotton and Julian DunneThe Lab Strategy & Planning and Cricket Australia
Introduction
The importance of brand architecture
Brand architecture can be understood as the organizing structure of a brand portfolio, which explains the nature and strategic relationships of a company's brands (Abraham & Taylor, 2011; Dooley & Bowie, 2005; Lei, Dawar & Lemmink, 2008) and ultimately influences how stakeholders relate and interact with these brands (Muzellec & Lambkin, 2009a; Abraham & Taylor, 2011; Lei, Dawar & Lemmink, 2008).
Managing the complexities of brand architecture has never been more challenging. On...