Brand architecture: Predict brand success
Robert Passikoff and Amy SheaBrand Keys
Brand Keys’ Robert Passikoff and Amy Shea describe how the ideal brand architecture can be structured by using Leading Indicator Metrics for the brand and its category.
A traditional brand architecture is generally thought of as a way brands can be structured within an organisation to maximise sales and profitability. The traditional brand architecture usually provides a ‘blueprint’ that identifies how brands are differentiated from one another, how the corporate brand and sub-brands relate to and support one another, and how all of the...