Brand Architecture: Concepts and Cases

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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.

ABOUT THE AUTHOR R. Harish

R Harish holds a Postgraduate Diploma in Management from IIM-Calcutta and a B.Tech in Electrical Engg (Electronics) from IIT-Madras. He is presently working as a Faculty Member at Centre for Business Research, Icfai Business School, Bangalore. He also teaches Marketing and Business Strategy at Icfai Business School, Bangalore. Prior to joining Icfai, he worked for 20 years with Tata Economic Consultancy Services, a management consulting firm; and for three years with Maruti Udyog Limited. As a management consultant, he has carried out numerous market research assignments, project feasibility studies and business/investment planning exercises in a wide range of industry sectors and client contexts, in India and abroad.

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Bibliographic information

Title
Brand Architecture: Concepts and Cases
Author
Edition
1st ed.
Publisher
ISBN
9788131415955
Length
236p.
Subjects