The decisions, relationships, and hierarchy that defines a corporation’s brands.

I recently wrote an extensive guide on Brand Architecture for BMB (Brand Marketing Blog.)

I hope the article will help students learn about how corporations manage their brands, and maybe an executive or two will take their company’s brand architecture more seriously.

Here is a quote:

Brand architecture is the structure a business define uses to organize their offerings into brands that become meaningful to customers. A company’s brand architecture specifies which names, logos, messaging to apply to new and existing products.

Brands owned by the same company can be independent or related. One brand can endorse another (i.e., 3M Scotchgard), or a sub-brand can have greater specificity than its parent brand (i.e., Samsung Galaxy for touchscreen phones and tablets.) The parent company’s name can be used to market the product or left out entirely.

Colin Finkle, “Brand Architecture” on BMB

Check out the full article:

Categories: Blog

Colin Finkle

Colin Finkle is an Industrial Designer working in Mississauga, Ontario, Canada. He is an industrial designer with a graphic specialty, meaning he has the rare talent in both 3D and 2D design, creating both the structure and the print graphics for any display. He has worked in the retail display and point of purchase industry his entire career, and had had the opportunity to work closely with clients like Warner Brother, Cadbury, Sony, and many others.


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