Mastering brand architecture in a hyper-competitive digital era

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Brand architecture in the digital age

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

Introduction

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 br