Construct · 1 fields · 1 citations

brand architecture: a standalone construct

One name. One construct. A landmark on the map.

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Branding

the structure that organizes a firm's portfolio of brands and defines the roles and relationships among them.

In branding, brand architecture refers to the structure that organizes a firm's portfolio of brands and defines the roles and relationships among them. This meaning comes from Aaker (2000) in California Management Review.[1]

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Nearby constructs

architecture3 fields · 4 citationsjingle · one word, three constructs portfolio3 fields · 3 citationsjingle · one word, three constructs structure4 fields · 5 citationsjingle · one word, four constructs

References

Aaker, D. A., & Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review, 42(4), 8-23. https://doi.org/10.2307/41166051

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