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Tag Archives: brand architecture
Whats Does Your Brand Stand for?
Understanding Brand Architecture
By Brian Sowers
UNRAVEL THE MYSTERY
Do you know what your brand stands for in the eyes of your customers? How does your current product portfolio support the master brand? Is your brand’s meaning and purpose still relevant in an increasingly competitive marketplace? If the answer to any of these questions elicits an “I don’t know” response, an examination of your brand architecture is in order.
Having well-defined brand architecture is a critical component of an effective marketing strategy, as it provides the structure for leveraging strong brands, assimilating acquired products, and successfully launching new products.
In developing cohesive brand architecture it is important to follow three steps:
- Determine what the master brand stands for
- Assess how well current products fit into and support the master brand
- Understand how far the master brand can be stretched with new product introductions
