Taming Brand Profusion: The Definitive Guide to Brand Architecture

By Alan Brew
Businesses get complicated as they grow.

New products are developed and launched. Brands are created. Companies are acquired. Along with those acquisitions come yet more brands together with legacy corporate names, products with branded features and arcane divisional nomenclature systems.

No one is sure how effective these “legacy” brands are, which ones should be supported, or when and how to brand a new product.

So, brand proliferation continues unabated. Every new product gets a name, weak brands continue to soak up marketing dollars at the expense of stronger brands, and the corporate brand, without definition and uncertain of its role, becomes marginalized and ignored.

It’s a common problem, especially in large, decentralized enterprises. How does a company get to grips with such confusing and, often, expensive complexity?

The solution lies in your brand architecture. Access this white paper to learn:

  • The definition of brand architecture
  • How your brand architecture relates to and supports your overall business
  • Three common models of brand architecture
  • How to apply a strategic approach to the model that best supports your business and your brand