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Brand Architecture

By definition brand architecture is the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Two shorthand terms are often used to describe how an organization manages its brand architecture: 1. “Branded house” implies that most or all products and services provided by that organization primarily bear the organization’s brand name. FedEx, Google, Coca-Cola and Virgin for example. 2. “House of brands” implies that the organization’s products and services bear a wide variety of brand names as opposed to the organization’s brand name. The Kraft Heinz Company, General Motors, Pepsico and Procter & Gamble for example.

Brand Architecture

Brand Architecture: Association Branding

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Brand Architecture: Association Branding

With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.

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Brand Architecture

Brand Naming Options In Brand Architecture Design

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Brand Naming Options In Brand Architecture Design

A brand name helps customers identify what the brand is and how it is different from other brands.

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Brand Architecture

3 Considerations For Brand Architecture Design

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3 Considerations For Brand Architecture Design

When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.

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Brand Architecture

Brand Architecture And The Parent Brand Threat

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AB InBev Brand Architecture Strategy

One of the great transformational experiences of my lifetime has been drinking beer in American bars.

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Brand Architecture

Should Your Brand(s) Consolidate?

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Should your brand(s) consolidate?

There’s an interesting polarization going on right now in terms of brand size.

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