Brand Portfolio Strategy Explored
Why do some companies maintain multiple brands within the same category even though it is more expensive to do so?
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Why do some companies maintain multiple brands within the same category even though it is more expensive to do so?
Brand architecture is defined as the logical, strategic and relational structure for your brands or put another way, it is the entity’s “family tree” of brands, sub-brands and named products. Two shorthand terms are often used to describe how an organization manages its brand architecture:
We are happy to answer marketing questions of all types here on Branding Strategy Insider. Today we hear from Jose, a Chief Marketing Officer in Chicago, Illinois who writes…
Once a brand has been established, it is difficult for people to give it up. They become emotionally attached to it. It may even be a source of self-esteem and personal pride. They invent a variety of excuses for why it should never go away.
We regularly answer questions from marketers here on Branding Strategy Insider. Today we hear from Tammy, a Vice President of Marketing in Knoxville, Tennessee who has this brand architecture issue…