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Article: Brand owners: don't gild the lily.(brand management and marketing techniques)(Column)(Industry Overview)
- Article from:
- Brand Strategy
- Article date:
- August 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 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)
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Chris Grannell from Enterprise IG explains the meaning and importance of brand architecture
Every brand has its own strengths, its own exponents, and its own loyal band of supporters. Yet most brand owners operate a whole family, or "architecture" of brands. Even though these are expensive to produce and manage, companies often feel compelled to invest in new brands if existing ones cannot be stretched to new markets.
As soon as a business has a number of brands on the go, brand architecture becomes an issue. Owners need to consider whether the current number of brands is right for their business and also to appraise the relationship between brands. ...