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 ...

Whenever I talk with a marketer about brand architecture, one of the fundamental concepts always at play is brand elasticity. To marketers who are unfamiliar with the term, I share the following ...

Explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and ...

Brand architecture can be understood as the organizing structure of a brand portfolio, which explains the nature and strategic relationships of a company's brands (Abraham & Taylor, 2011; Dooley & ...

Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October ...