Published: 09 January 2024
Innovation and frequent M&A increase the complexity of incorporating brands into a branded house architecture. This research assesses critical factors that impact brand architecture decisions and provides a framework for CMOs to strategically and nimbly integrate brands into their architecture.
Although a branded house architecture facilitates a clear expression of the relationship between the corporate brand and the product brand, CMOs may often overlook the interplay among product brands while deciding a brand’s placement in their brand architecture.
While there is no single right way to make brand architecture changes, having a framework rooted in business strategy to guide decisions can reduce time, effort and costs associated with such changes.
CMOs managing a branded house architecture often feel compelled to fit brands within their corporate-brand-led structure, without taking into consideration each brand’s unique context and attributes and how it aligns
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