The New Strategic Brand Management, 5th Edition

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Brand architecture

Abrand has only one need: to grow, while maintaining its reputation and profits. Capitalizing on the success of its founding product or service, it does so by means of successive extensions, narrow to begin with (product line, range) or broader in scope (entry into new product categories).

When this extension of the perimeter of the brand’s offer occurs, strategic questions arise: they concern the brand architecture. The answers to these will have a considerable effect on the value creation and the construction of brand capital. This is not a problem of aesthetics, but of efficiency.

The key questions of brand architecture

There are five types of question:

• What to call new products? Should they be given a descriptive ...