Brand architecture is the structure of the brand within the organization’s portfolio of brands. Thus we try and evaluate how different brands owned by the same company are related to, and differentiated from, one another. A brand architecture study also works towards understanding how the corporate brand and sub-brands reflect and reinforce the core purpose of the corporate brand to which they belong.
The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
Method used for brand architecture
• 360 degree profiling of the company – depth interviews with employees at different levels
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