Brand Architecture

Brand Architecture

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Brand Architecture can feel like a daunting task for any organization that is expanding rapidly, and the terminology can sometimes feel confusing.  Brand Architecture is the structure of brands within an organizational entity. It is the hierarchy, naming conventions, and business operations in which the brands within a company’s portfolio are related to, and differentiated from one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. 

 

Twitch Presents Brand Architecture: