Brand architecture defines the framework for organising and managing a company’s brand portfolio. This is a key tool for establishing order and consistency in the portfolio, as it not only defines the criteria and type of solutions for ordering the brands that the company has today, but also establishes the framework for the creation of new brands in the future.
How far can brands be extended? Do we have the number of brands we need? Are we managing the synergies between our different brands properly? Are we increasing the value of our brand? Does our portfolio help us pursue our business objectives? These are decisions that are not easy to make, especially in today’s increasingly liquid environment.
Brand architecture has enormous power to visualise competitive strategy and to express the company’s vision of its business and its activity. Therefore, defining the strategic model of portfolio organisation and its visualisation is a clearly strategic issue.
Projects which speak about the Brand architecture: