Brand architecture in the digital age

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

Brand architecture is an often overlooked and frequently misunderstood area of brand strategy.

There’s a new way of thinking about brand architecture that is emerging in Asia. Rather than relying on any one approach, whether a “masterbrand” or a portfolio of sub-brands strategy, companies are increasingly mixing it up. This hybridisation, which speaks to a growing level of marketing expertise, is yet another clear sign that when it comes to winning in Asia, smart market-by-market approaches are consistently replacing cookie-cutter strategies. And this new–and more flexible–way to build brands offers plenty of advantages, both to consumers and to companies looking to maximise top and bottom-line growth. But it also leads to complexities, requiring a more professional view of brands to actively manage assets and build brand equity.