Brand architecture in the digital age

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


The technological, cultural, economic and other major shifts that have occurred in the marketing environment have firms everywhere reconsidering their marketing practices. The digital revolution has fundamentally changed how consumers shop and how brands compete. These changes have certainly impacted branding and brand management and how marketers build and manage their brands. In a highly competitive marketplace, marketers are adopting new practices, abandoning old ones and updating others to improve their odds for marketing success.

One of the most important brand management considerations is the development of the optimal brand architecture. Brand architecture involves how a firm chooses to brand its products and services, but is actually much more than that. Some firms oversimplify brand architecture to just naming, logos and identity guidelines but it should be more strategic and fundamental. There are a number of principles that can be employed to guide the development of a good brand architecture strategy and some key brand architecture terms are defined in the glossary. These days, making sure that brand architecture reflects the modern hyper-competitive digital environment should be a top marketing priority of all firms.