WHAT is a Brand Architecture?
A strategic way of organizing a brand to create clarity, synergies, and to provide guidance for current and future innovation
A Brand Architecture must start from your Purposeful Positioning
WHY having a Brand Architecture?
- Clarifies – explains the brand and its portfolio to consumers and facilitates its navigation
- Gives direction – clarifies how the existing range and future innovations should be developed, launched and marketed
- Aligns on priorities and investment
Maximizes the company investment