What is brand architecture?

Brand architecture should have five dimensions: brand portfolio, portfolio roles product-market context roles, the portfolio strukcture, and portfolio graphics. While we know five dimensions there are six objectives to be followed if the designing the brand architecture is to achieve a an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the powerful system of the brand architecture is the prerequisite in the development of the corporate identity.

What is brand architecture?
What is brand architecture?

Figure source: Aaker and Joachimsthaler, 2000, p. 135

Source: Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p.

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.