Brand architecture spectrum

David Aaker and Erich Joachimsthaler

Brand architecture can be defined as the organising structure of the brand portfolio that specifies brand roles and the relationship between the brands.

Brand architecture spectrum

David Aaker & Erich Joachimsthaler

Brand architecture can be defined as the organising structure of the brand portfolio that specifies brand roles and the relationship between the brands. The brand architecture spectrum is a powerful tool intended to provide managers with guidelines in complex brand architecture issues. It recognizes a continuum that involves four basic strategies and nine sub-strategies. The position on the continuum is determined by the degree to which brands are separated in strategy, execution, and ultimately in the customer's mind.

A house of brands involves an independent set of stand-alone brands each...

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