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Brand Architecture
The organizational and structural hierarchy of the brand portfolio. The purpose is to define how brands relate to each other and have different roles in the portfolio.
Implications
The structure and organization of a company�s brands within its portfolio, often including sub-brands, product lines, and brand extensions.
Example
Example: Unilever's brand architecture includes a mix of master brands like Dove and sub-brands under broader categories like personal care and food.
Related Terms
Different from brand strategy, which focuses on positioning and messaging, brand architecture deals with the relationships and hierarchy between brands.
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