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



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.


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.


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