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Designing and implementing brand architecture strategies

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Abstract

Given the importance of brands as intangible assets for organizations, the ability to strategically manage those brands is critical. A well-designed and well-implemented brand architecture strategy can provide a product roadmap to the future for a brand, clarifying where it can go and how it can get there. The brand architecture strategy of a firm determines which brand elements a firm should apply across new and existing products and services. It is virtually impossible to manage and maximize the value and equity of a brand without a clear, compelling brand architecture strategy, whether explicitly written down or not. Toward that goal, we outline a three-step process by which a firm can design and implement their brand architecture strategy. Throughout our discussion, we introduce key concepts, provide insights and guidelines, and offer illustrative examples.

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Authors and Affiliations

  1. E.B. Osborn Professor of Marketing, Tuck School of Business, 100 Tuck Hall Dartmouth College, Hanover, 03755-9011. (603) 646-0393 (o) (603) 646-1308 (f), NH

    Kevin Lane Keller

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  1. Kevin Lane Keller
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Correspondence to Kevin Lane Keller.

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Lane Keller, K. Designing and implementing brand architecture strategies. J Brand Manag 21, 702–715 (2014). https://doi.org/10.1057/bm.2014.38

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  • DOI: https://doi.org/10.1057/bm.2014.38

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