The Guide to Brand Architecture for B2B Organisations

In general, B2B clients demand specialised knowledge and have complex needs. These demands often lead to businesses creating multiple brands tailored to these specific needs. Finding the right balance and compromise in the relationships between brands is the key to deciding which brand architecture model is the most appropriate.

The Guide to Brand Architecture for B2B Organisations to help business leaders of B2B organisations navigate the strategic decisions involved in effective management of brand portfolios.

Our guide provides valuable information for B2B organisations on how brand architecture can provide a strategic solution for brands during periods of business growth.

The guide will:

• Outline the brand architecture models with some examples from a B2B brand context.
• Outline the steps to undertaking a brand architecture review.
• Highlight the importance of brand research and communication in developing a brand architecture strategy.
• Identify some of the common triggers to conducting a brand architecture review.
• Touch on the implications of brand architecture on employer branding and company culture.
• Provide some case studies of B2B brand architecture projects completed by BrandMatters.

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