Brand architecture: Rise of the meta-monolithic brand

James Withey

Brand architecture "organises and structures the brand portfolio by specifying brand roles and the nature of relationships between brands".

Rise of the meta-monolithic brand

Once thought a dying species, the mono-brand is being reinvented by users who version their own idea of the brand to meet their own belief systems, writes James Withey

The most authoritative definition of 'brand architecture', by the author David Aaker, is that it “organises and structures the brand portfolio by specifying brand roles and the nature of relationships between brands”.

A monolithic brand architecture is a system in which only one brand is specified, to cover all products or services offered, and to cater for all audiences. In truth, few brand architecture systems are...

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