Brand architecture

Brand management
Strategy
Culture
Positioning
Architecture

In the marketing field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization;[1] how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques.

One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment.[2] The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace.[3]

  1. ^ Kapferer, Jean-Noël. (1994) [1992]. Strategic brand management : new approaches to creating and evaluating brand equity. New York: Free Press. ISBN 0-02-917045-1. OCLC 29389852.
  2. ^ Fournier, Susan (March 1998). "Consumers and Their Brands: Developing Relationship Theory in Consumer Research". Journal of Consumer Research. 24 (4): 343–353. doi:10.1086/209515. ISSN 0093-5301.
  3. ^ Rajagopal; Romulo Sanchez (2004). "Conceptual analysis of brand architecture and relationships within product categories". Journal of Brand Management. 11 (3): 233–247. doi:10.1057/palgrave.bm.2540169. S2CID 167718768. Archived from the original on 2009-10-25. Retrieved 2009-09-20.