Gartner Research

Ignition Guide to Conducting a Brand Architecture Refresh

Published: 29 June 2018

ID: G00703366

Analyst(s): Marketing Research Team


Major strategic events such as M&A, portfolio rationalizations and key product launches are often followed by a brand architecture refresh. This guide will help marketing leaders optimize their brand portfolio and architecture based on the business strategy, and manage the transition efforts.

Table Of Contents



Step 1 of 5: Plan for Managing the Brand Architecture Refresh

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 5: Assess and Optimize Current Brand Portfolio


How to Set Up for Success

Step 3 of 5: Design and Decide on a New Brand Architecture


How to Set Up for Success

Step 4 of 5: Develop a Brand Transition Plan


How to Set Up for Success

Step 5 of 5: Monitor the Effectiveness of the Brand Architecture Refresh

Review Your Performance

Keys to Continued Success

Recommended by the Authors

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