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...