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Brand Architecture

Brand Architecture

Parent Brand Sub-Brand Relationships

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Brand Architecture - Parent Brand Sub-Brand Relationships

Parents and children have special relationships, be they people or brands. From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.” It is the originator and owner of what usually becomes the “family of brands,” with each family member dedicated to reaching and fulfilling a specific opportunity or need in the marketplace.

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Brand Architecture

What Brands Gain From Sound Brand Architecture

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What Brands Gain From Sound Brand Architecture

Today a brief brand architecture story to share. Back in the early 90s, not long after Nestlé had acquired the Carnation company it decided to start using the Nestlé brand as an endorsement on most of its products.

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Brand Architecture

The Strategy And Death Of The Scion Brand

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The Strategy And Death Of The Scion Brand

Scion, offshoot of Toyota and heir to the fortune, is dead. Sometimes criticized for its ugly appearance: “A car which can easily be mistaken for an abandoned fridge when parked,” it tried hard to be one of the cool kids. But, in the end, it didn’t make enough young friends, it cost its parents too much money, so they killed it.

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Brand Architecture

Brand Architecture For Mergers And Acquisitions

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Brand Architecture For Mergers And Acquisitions

Despite its continuing popularity, mergers and acquisition (M&A) has a terrible track record. Reviews find that the chance of an acquisition increasing shareholder value is no better than a flip of the coin.

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Brand Architecture

How Brand Architecture Drives M&A Success

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Brand Architecture Strategy And Successful Mergers And Acquisitions

A solid brand architecture strategy can significantly improve the odds of acquisition success. Given that the odds are no better than 50/50 (based on analysis of how many past acquisitions increased shareholder value), companies should make sure they have their brand architecture ducks in a row before they join the impending stampede to buy companies or brands.

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