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 should the portfolio of brands and products be integrated with your existing offering?

Changes in the broader business context make the formal and logical and hierarchical representation of brands in brand architecture models less relevant today. New models are emerging driven by connectivity, data and technology.

What is brand architecture?