What we know about brand architecture

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.

There is no 'one size fits all' brand architecture model, rather a wide range of choices. A well-defined architecture is particularly important when launching new offerings, entering new categories and guiding future growth. However, ‘platform brands’ are emerging which emphasise core intangible brand assets over architecture.

Definition

Brand architecture is the organising structure of a brand portfolio. It explains relationships between brands – what they have in common, how they are different and how they support each other. It can be for a total corporation or an individual brand. It should be a blueprint for maximising the value of your...

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Insights Team
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