Many organisations house more than one brand within their portfolio. This may have been strategically planned or may have come…
Optimal brand architecture ensures that brands are consistently adding value to justify the costs required to sustain them. For instance,…
Alphabet has taken over Google - but does this new structure mean people will stop 'googling' and start 'alphabetting?' Paul…
The Australian Securities Exchange Ltd (ASX) has reconfigured the brand architecture between its holding company and subsidiaries. On Monday the…
Brand architecture is the way we organise, manage and go to market with brands. Think of it as the external…
Many companies maintain a portfolio of brands, with sub-brand sitting underneath or alongside a parent brand. Consider: Apple and iPad,…
As part of an effort to create distinct brand identities between its sugar/ renewable energy and building operations, CSR's sugar…
Telstra eBusiness Services is the insurance industry's leading provider of integrated e-business solutions. Their e-business products provide a vertical platform…