Brand architecture refers to the way a company with multiple products/brands organizes and structures its brands for more effective positioning and marketing. Brand architecture addresses issues as to how many brands a company would have, what roles they would play, what products they would be extended or not extended, how the brands would be related to each other, whether there would be sub-brands etc. While brand portfolio refers to the actual set of brands that a company has, brand architecture is about the structure that organizes and links them together. The concept of brand architecture itself is comparatively of recent origin. This subject has gained importance over the past decade because the diversity of businesses and wide geographic reach of many large companies have led to their having to manage fairly complex brand structures. There are very few books devoted exclusively to the subject of brand architecture. Given this situation, the book tries to bridge the gap by offering an introductory work on this subject comprising a selection of articles which explain the concept and its components, followed by case studies related to the brand architectures of some renowned companies such as Hindustan Unilever, Beiersdorf (Nivea), L Oreal, Yum! Brands, Ford Motor Company and Toyota Motor Corporation.
There are no reviews yet.