How to use brand models

This article analyses what brand models are for, examines different types and provides a checklist of how to use them.

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;...

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