Brand Architecture
Branding is increasingly discussed during strategic planning session conversations among senior level decision makers and in boardrooms throughout the corporate world. That is because of the substantial impact a well-managed brand can have on the bottom line. Corporations must routinely ask "how should we allocate existing financial and human resources among our brands to grow shareholder value". Firms should focus on getting the most from existing brands through better organizing and managing brands and brand inter-relationships within the existing portfolio. Changing market dynamics and new business strategies have forced a critical re-evaluation of how the various pieces of the brand portfolio fit together - or how they do not. The way these pieces are structured, managed and perceived in terms of how they relate to each other and add value to the organization is known as brand architecture.
"Brand architecture" is the way a company organizes, manages, and markets their......
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Approximate Word Count: 451
Approximate Pages: 2 (250 words per double-spaced page)
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