There are three key brand architecture models: the branded house, the house of brands, and a hybrid of the first two. Each varies in level of affiliation between the master brand and its sub-brands.

The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed ...

Step 2: Pinpoint the model that’s right for your business. In broad strokes, there are three approaches to brand architecture with universal principles to guide how you will brand and manage your ...

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 ...

Acquisition brand architecture requires different skill sets than just creative, including: Strategic business thinking—A solid understanding of your field and the ability to help you think through ...

which is also sometimes referred to as a “house of brands” model). The concept of decentralized brand management is often credited to Neil McElroy, a Harvard graduate who joined Procter ...

Traditional brand architecture strategies comprise: independent brands owned by one firm, independent brands endorsed by a masterbrand, brands connected to a masterbrand and its associations, and ...

Nearly three years after direct-to-consumer (D2C) startups rushed to build a "house of brands" model, many are struggling to scale efficiently. Nearly three years after direct-to-consumer (D2C ...

celebrated the world's top brands and brand architects at the Kantar Brand Gala, held last night at Cipriani 25 Broadway. The event featured insights from some of the world's most valuable brands ...