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Designing and implementing brand architecture strategies

The journal of brand management, 2014-12, Vol.21 (9), p.702-715 [Peer Reviewed Journal]

Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015 ;ISSN: 1350-231X ;EISSN: 1479-1803 ;DOI: 10.1057/bm.2014.38

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  • Title:
    Designing and implementing brand architecture strategies
  • Author: Lane Keller, Kevin
  • Subjects: Brand equity ; Brand identification ; Brand image ; Brand loyalty ; Brand names ; Business and Management ; Commentary ; Management ; Market strategy ; Marketing ; Profits ; Studies
  • Is Part Of: The journal of brand management, 2014-12, Vol.21 (9), p.702-715
  • Description: Given the importance of brands as intangible assets for organizations, the ability to strategically manage those brands is critical. A well-designed and well-implemented brand architecture strategy can provide a product roadmap to the future for a brand, clarifying where it can go and how it can get there. The brand architecture strategy of a firm determines which brand elements a firm should apply across new and existing products and services. It is virtually impossible to manage and maximize the value and equity of a brand without a clear, compelling brand architecture strategy, whether explicitly written down or not. Toward that goal, we outline a three-step process by which a firm can design and implement their brand architecture strategy. Throughout our discussion, we introduce key concepts, provide insights and guidelines, and offer illustrative examples.
  • Publisher: London: Palgrave Macmillan UK
  • Language: English
  • Identifier: ISSN: 1350-231X
    EISSN: 1479-1803
    DOI: 10.1057/bm.2014.38
  • Source: ProQuest Central
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