An Introduction to Brand Architecture

Brand architecture is designed to help organisations ensure that each and every brand within their brand portfolio has a purpose and performs a specific role. This enables the organisation to maximise its’ market reach and minimise the brand overlap so as to avoid cannibalisation and confusion.

An Introduction to Brand Architecture aims to help marketing leaders understand the different models of brand architecture, the business benefits of each and what to consider when instigating an architecture review.

Our guide provides an introduction to understanding brand architecture and how it can help you confidently organise, manage and go to market with your brands.

The guide will:

  • Introduce the concept of brand architecture.
  • Highlight the various models along with the pros and cons of each.
  • Delve into the catalysts for a brand architecture review.
  • Outline the benefits of brand architecture.

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