Masterbrand
The primary brand in a brand architecture that serves as the foundation for all sub-brands and extensions.
112 topics found for
“brand strategy”
Endorsed Brand
A brand that is supported by a stronger brand, typically a parent brand, which lends its credibility.
Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions.
Branded House
A brand architecture strategy where all products share a common brand name and identity.
Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities.
Brand Attributes
The characteristics and qualities that define a brand and distinguish it from competitors.
Sub-Brand
A brand that is part of a larger brand family, often having its own distinct identity while being related to the parent brand.
Brand Gap
The difference between a brand's desired perception and the actual perception held by consumers.
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.