Brand Architecture

Most companies have more than one brand but unfortunately most haven’t even thought about how they manage that portfolio properly. What is the optimum number of brands in a portfolio? How should they be arranged – close together or far apart – and how do you diversify your portfolio in order to enable brand extension to feed your growth?

There is no more important topic in the whole pantheon of brand management than brand architecture and we really get under the bonnet of it in this module.