Ritson on the ‘undervalued’ importance of brand architecture

Of all the aspects of brand management that are important but undervalued, brand architecture must surely top every marketer’s list. Most companies have more than one brand, but an amazing proportion of firms rarely give enough thought to how many of them should actually exist and the manner in which these brands should, or should not, be combined or kept apart when presented to customers.

At first sight the topic of brand architecture appears relatively unimportant. Surely there are more vital questions than an organisational chart. In reality, getting this part of your brand strategy right has enormous implications for profitability, operations, marketing impact and ultimately the overall success of the company.

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