High-level Brand Architecture Spectrum

Here is a simple visualization of the brand architecture spectrum. Brand architecture is about the relationships between the brands in a portfolio. On one end of the spectrum is the master, parent brand, which leads the portfolio of brands and in vision and equities. And on the other end is a stand alone sub-brand (or product brand) when it has little or no assocation with the parent. There are versions of this model that go into more forensic detail about all the reltionship options that exist in between these two poles. But in it’s more simplistic form, the relationships options in between usually have some form of either sub-branding or endorsed branding.

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