Definition: What is brand architecture?

Brand architecture: how a set of brands relate to one another


Other definitions from around the web

"Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another." – Wikipedia

"How a company defines the relationship among its brands to help people understand what the company offers, and how to choose the brand that best meets their needs. The brand architecture organizes brands and products to create clarity for the customer, rather than following accounting, reporting or historical structures." - Brandchannel

"Brand architecture is 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." – Branding Strategy Insider

"Brand architecture defines and orders the relationship between brands, the corporate entities and families of products and services. Ultimately, the architecture creates a system, like a road map, that helps consumers and key corporate constituents to navigate easily among brands and make the right choices." - Landor

"How an organization structures and names the brands within its portfolio." - OVO

"Brand architecture is the relative structure of an organization’s brands." - The Financial Brand

"A hierarchy of related brands or brand names, often beginning with a master brand and describing its relationship to subbrands and co-brands." - The Dictionary of Brand, Marty Neumeier (Liquid Agency)

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