Gartner Research

Ignition Guide to Conducting a Brand Architecture Refresh

Published: 29 June 2018

ID: G00703366

Analyst(s): Marketing Research Team

Summary

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

Overview

Steps

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

Tasks

How to Set Up for Success

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

Tasks

How to Set Up for Success

Step 4 of 5: Develop a Brand Transition Plan

Tasks

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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