Brand Architecture

Techniques for brand portfolio management

Brand Architecture

Merry Baskin, Warc Best Practice, March 2015

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

Les Binet and Sarah Carter, Admap, March 2015

This article argues that brands should refrain from new product development for the sake of having something 'new' to talk about, and instead build better emotional connections with consumers.

Warc Exclusive, February 2015

This article provides marketers with information and guidance on building brands.

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report addresses the role marketing is playing for Chobani, the Greek yoghurt brand.

Low Lai Chow, Event Reports, Qualitative 360, October 2014

This event report explains how Dorel, the juvenile products manufacturer, repositioned its Quinny stroller brand to appeal to urban parents, to stop cannibalisation of its other stroller brand in Europe.

Lois Jacobs and Thomas Ordahl, Admap, October 2014

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

Jean-Noel Kapferer, Research on Warc, The Definitive Book of Branding, September 2014

This article demonstrates the importance of innovation to brands and how to brand innovation once it has been developed.

Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.

Stephen Springfield Sr and Aaron Reid, Admap, September 2014

This case study describes how PepsiCo used implicit response testing to create a roadmap for the extension of its Doritos snack brand.



Brand Architecture

Theories and trends in brand portfolios


Brand portfolio strategy

A practical how-to guide for marketers


Predict brand success

Why the ideal brand architecture needs Leading Indicator Metrics


Brand Architecture

A special issue on putting your brand house in order