Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities.
146 topics found for
“branding”
Branded House
A brand architecture strategy where all products share a common brand name and identity.
Parent Brand
The main brand in a brand architecture that houses sub-brands or extensions.
Brand Canon
The established set of core values, stories, and attributes that define a brand's identity and guide its communications.
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.
Endorsed Brand
A brand that is supported by a stronger brand, typically a parent brand, which lends its credibility.