OPTIMISING BRAND ARCHITECTURE
Brand Architecture refers to the structure of brands within an organisation / entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from one another.
Defining the inter-relation between a company’s parts is not the sole consideration in structuring the brand portfolio. Best practice in brand architecture takes a customer centric approach, helping customers, partners & investors understand how different components of a business relate to one another.
Often brand architecture is a legacy of past reactive management decisions. Ideally, the structure should demonstrate how the sub-brands reinforce the core purpose of the corporate brand they belong to.
Our 101 guide to brand architecture available for download below includes:
- an overview of the 3 key levels of branding
- 4 Steps to optimising brand architecture
- strategic considerations for structuring a brand portfolio
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