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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. /*! elementor - v3.5.5 - 03-02-2022 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=".svg"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Source: Devlin, James. 2003. Brand Architecture in Services: The Example of Retail Financial Services. Journal of Marketing Management: 19/9/10, p. 1043-1065....

10 October, 2009 /

Every brand manager should be familiar with four basic strategies and nine sub-strategies of brand architecture. With brand architecture companies specify the brands roles and the nature of relationships between brands. The brand relationship spectrum is a tool that offers companies to design a new offering without risking image dilution....

18 September, 2009 /

Structure of the thesis by Marko Savić, Corporate Design Strategy and Branding: the Role of Design Management in Developing the Corporate Identity. ...

25 January, 2008 /