Brand Architecture

Brand Architecture defines the relationship and hierarchy of an organization’s parent brand to its sub-brands, products and services, divisions, departments, joint-ventures and affiliations.

Management of these relationships and their hierarchy helps the organization clearly define its offerings. Without proper brand architecture, an organization can appear disorganized and out of control, which diminishes the market’s perception of its breadth and scope.

Brand Architecture “naming conventions” establish structure and boundaries for all naming needs within an organization. Structure ensures consistency, both visually and verbally. Boundaries set the criteria and latitude for naming at all levels.

Brand Architecture and naming conventions work together to ensure clean, crisp communication of an organization’s moving parts. These tools save time when a new entity, product or service is added and substantially increase the cumulative effect of marketing expenditures.

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