Strategic Brand Management, Fourth Edition

11 Designing and Implementing Brand Architecture Strategies

Learning Objectives

After reading this chapter, you should be able to

1. Define the key components of brand architecture.

2. Outline the guidelines for developing a good brand portfolio.

3. Assemble a basic brand hierarchy for a brand.

4. Describe how a corporate brand is different from a product brand.

5. Explain the rationale behind cause marketing and green marketing.

Honda adopted an alphanumeric-based brand architecture for its Acura brand—including the Acura TL shown here—to better compete in the luxury automobile market.

Source: American Honda Motor Co., Inc.

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