Brand architecture: new solutions to old problems

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Brand architecture in the digital age

This article is part of a series of articles on brand architecture in the digital age. Read more.

Any ambition to grow a business or a brand will eventually lead you to grapple with a brand architecture question, such as:

  • If you launch a new product, should it have a standalone name or be a sub-brand?
  • Should the sub-brand be linked to the corporate brand or should it be separate and standalone?
  • How strongly should the new product be connected to products already in the portfolio?
  • If you acquire a company, how...
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