Brand architecture? The term brand architecture appears only three times in the latest edition of Brand Management by Kotler and Keller, the book that so many of us regard as the Bible of marketing.

You may be given the task of making an investment to get your company's brand architecture strategy right. However, brand architecture is a very broad term, and different companies have different ...

Brand architecture is a complex topic in higher education and one that elicits passionate responses -- every constituent group has an opinion, and they’re usually not shy about sharing. The ...

In the absence of a business approach to managing brand architecture, a brand portfolio can quickly become a mess. So consider the following before adding sub-brands: Your budgets. The first step is ...

This content is produced by a publishing partner of Open Mic. Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum ...