Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities.
44 topics found for
“brand communication”
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.
Brand Voice
The distinct personality and style of a brand as expressed through its communication channels.
Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions.
Brand Attributes
The characteristics and qualities that define a brand and distinguish it from competitors.
Brand Archetypes
The use of universal character types and personalities to define and communicate a brand's identity.
Brand Personality
The set of human characteristics associated with a brand, which shape how consumers perceive it.
Masterbrand
The primary brand in a brand architecture that serves as the foundation for all sub-brands and extensions.
On-Brand
Actions, messages, or visuals that are consistent with the established brand identity and values.