How to use brand models
Merry BaskinBaskin Shark
What do we mean when we refer to a 'brand model'? Brand pyramids, onions, keys – there are plenty of different options to choose from. Perhaps what they share is simply that they represent 'the strategy and architecture of a brand expressed as a schematic'.
As with most marketing terms (or brand jargon) there is no clear cut definition but rather various muddled interpretations. My preferred definition is that it's a way of thinking about a brand – a prototype or representation of how we'd like the brand to be;...