Brand Architecture - The Brand Management Blueprint
Brand architecture aligns with how customers make buying decisions, so this is a strategic imperative for marketers.
As organizations grow, branding gets complicated. New product lines, services, regions and locations can create a mess without a clear strategy. It is easy to fall into a trap of spreading a brand too thin or having too many brands that confuse customers.
For this reason, it becomes necessary to have a strategy for how multiple brands - whether products, services or internal departments - relate to one another. This strategic discipline is called brand architecture.
In this white paper, Gelb Consulting provides a brand architecture overview, steps for creating proper
brand architecture, and principles for long-term success.
