Brand Management
Brand Architecture: A Review
Article Details
| Pub. Date | : March, 2020 |
|---|---|
| Product Name | : The IUP Journal of Brand Management |
| Product Type | : Article |
| Product Code | : IJBRM40320 |
| Author Name | : R Harish |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 28 |
Price
Download
Abstract
Brand architecture has gained importance as a subject of academic study relatively recently. Several researchers have worked on specific aspects of this topic in different parts of the world and at different times. However, the number and types of brand architectures identified vary across authors, and so do the observations on their usage pattern and the factors that determine brand architecture. The paper presents literature review under five topics-(1) Brand Architecture and Equivalent Concepts, (2) Brand Architecture Typologies, (3) Factors Influencing the Brand Architecture of a Company, (4) Specific Topics Related to Brand Architecture and (5) Brand Architecture Strategy Explorer.
Description
Brand architecture is the organizing structure of the brand portfolio that specifies brand roles and the nature of relationships between brands (Aaker and Joachimsthaler, 2000b). It prioritizes the relative importance among brands, identifies strategic roles for the brands and thereby guides resource allocation for brand building (de Chernatony, 2001). Kapferer (2004) pointed out that a brand has two primary functions-(1) to identify its source or origin and (2) to distinguish the product from those of competitors. As a company keeps adding to its product portfolio, the system of assigning names and symbols to the products to facilitate proper communication of these two roles becomes a subject of importance. This issue of deciding the brand-product relationships is addressed by brand architecture.
Keywords
| Click here to upload your Articles |
Journals
Magazines
- HRM Review
- Marketing Mastermind
- Global CEO
- The IUPs World of IOT
Articles of the Month
ISBN: 978-81-314-2793-4Price: ₹250
Payment by D.D. favouring
"ICFAI A/c IUP", Hyderabad
Reach us at
info@iupindia.in
Tel: +91 8498843633