Brand Architecture Explained
We define Brand Architecture as the degree of relationship that should exist between the corporate brand and its various product and service brands.
This relationship may be expressed in a variety of ways, yet it should always connect meaningfully to the company’s identity. The main question becomes: “How does this product or service deliver the corporate value proposition?”
Our expertise in resolving brand architecture challenges is complemented by our ability to articulate the rationale and potential for rationalized brand architectures.
Key Brand Architecture Questions
How well do existing brands support the corporate positioning and company name?
What conflicts exist between product brands and the corporate position, and how can those conflicts be addressed?
How can the company efficiently manage the markets, products and technologies within its portfolio?
How can individual components be managed to create a complete and compelling identity for the company?
