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"Brand architecture" is the way a company organizes, manages, and markets their brands. It must align with and support business goals and strategies. Different business strategies require different brand architectures. The two most common types (as discussed by authors) are: "Branded house" architecture ? employs a single (master) brand to span a series of offerings that may operate with descriptive sub-brand names and "House of brands" architecture ? each brand is stand-alone; the sum of performance of the independent brands is greater than they would be if under a master brand...
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"Brand architecture" is the way a company organizes, manages, and markets their brands. It must align with and support business goals and strategies. Different business strategies require different brand architectures. The two most common types (as discussed by authors) are: "Branded house" architecture ? employs a single (master) brand to span a series of offerings that may operate with descriptive sub-brand names and "House of brands" architecture ? each brand is stand-alone; the sum of performance of the independent brands is greater than they would be if under a master brand...
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Brand Architecture
Brand Positioning The Victoria &Amp;Amp;Amp; Alfred Waterfront Company
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Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE
Dynamics Of International Brand Architecture:
Is a company able to increase brand equity for a product that is in the maturity phase of the PLC?
L'Oreal's global brand management strategies
Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon
The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
The Walt Disney Company: The Art of Brand Building Keeps Disney Center Stage
When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
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