Brand Architecture

Brand architecture is the strategy for managing a portfolio of brands. The aim is to define the relationships between the parent brand and its services, products or even sub-brands. Several scenarios are often envisaged in order to determine whether to create new brands for its various products (e.g. Danone), capitalise on a single brand (e.g. Nike) or have a filiation between them (e.g. Nespresso and Nescafé).