Brand architecture


Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called “brand architecture.” It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm’s market offerings are standardized versus customized.

Related documents:

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B2B Brand architecture, Steve Muylle, Niraj Dawar, Deva Rangarajan, 2012
Conceptual analysis of brand architecture and relationships within product categories, Rajagopal, Romulo Sanchez
Integrating Branding Strategy across Markets: Building International Brand Architecture, Susan P. Douglas, C. Samuel Craig and Edwin J. Nijssen, 2001
Strategic Brand Concept and Brand Architecture Strategy–A Proposed Model, Andreas Strebinger, 2004