Corporate vs. Line Branding

I presented What the brand architecture is in one of the posts. Similar models of brand relationships spectrum have been presented by others too. In one simple model, in the figure below, we have the spectrum of strong and weak corporate endorsement positions.

Corporate vs. Line Branding
Corporate vs. Line Branding

Figure source: Devlin, 2003, p. 1046

Source: Devlin, James. 2003. Brand Architecture in Services: The Example of Retail Financial Services. Journal of Marketing Management: 19/9/10, p. 1043-1065.

Marko Savić
I’m exploring & researching the inter-dependence of the business model innovation with design thinking. You may wish to hire me as a Business Design Coach or Senior Lecturer in Design Management or as a Key-Note Speaker at your next event.

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