To recap, the initial work begins with a strategic review of your brand portfolio and brand architecture, the articulation of a unique market position of the parent company and the introduction of ...

The right brand architecture strategy equals clarity. It is an external expression of the corporate business strategy and the criteria to guide effective brand decision-making. When done right, it ...

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Creating a brand that people love and connect with is much like building a house. Just as a house's architecture determines its structure, style, and personality, brand architecture shapes the way ...

today revealed a new brand identity and brand architecture to create clarity around the company’s enhanced value proposition. "The changes we’ve made are enabling us to unlock the value of our ...

Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October ...

Whenever I talk with a marketer about brand architecture, one of the fundamental concepts always at play is brand elasticity. To marketers who are unfamiliar with the term, I share the following ...

Having liberated itself from the sector constraint of its original brand name UberCab, Uber is now following the ‘uni-corporation architecture’. It's testing a series of Uber brands including ...