The problem with brand architecture is that it’s such a fuzzy term. There are many definitions and most at least seem coalesce around the Wikipedia version which asserts: “Brand architecture is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another.” Beyond this point it is hard to get any specificity on the subject, which problematically leaves it wide open to interpretation. And every branding company has its own favorite definition.
A more structured way to think about brand architecture will help marketing executives point their teams down the right path.
| Attachment | Size |
|---|---|
| Rieches Baird Brand Architecture Overview.pdf | 76.95 KB |
About Alan Brew Alan Brew is a Principal with RiechesBaird. A former Financial Times editor and reporter, he has more than 20 years of senior executive experience with some of the world’s leading branding companies, including Landor Associates, Siegel & Gale and Enterprise IG. He was also a founding Principal of Addison, the international corporate branding company based in San Francisco.
