|
|
Article: BRAND ARCHITECTURE: Brand foundations and frameworks.
- Article from:
- Brand Strategy
- Article date:
- October 9, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Brand architecture is often discussed but little understood. Although it is one of the most important areas of business strategy and management, it rarely gets the focus or recognition it deserves.
The generally accepted definition of brand architecture is that it is an organising structure for how a company manages its brands. It specifies certain brand roles and the nature of relationships between brands.
For many companies, the first stage of creating brand architecture is simply to compose a document setting out a brand charter that provides relevant guidelines to the marketing managers. But true architecture needs to go much deeper to have a ...