The Role of Brand Architecture In Brand Portfolio Management

Abstract

the strategic framework that directs the arrangement and organisation of a company's portfolio of brands, brand architecture is essential to brand portfolio management. It establishes the connections, hierarchy, and placement of each brand within the portfolio, which in turn affects how the brands communicate with customers and with one another in the marketplace. In order to highlight the significance of brand architecture in brand portfolio management, this introduction will draw on pertinent literature to highlight its consequences.