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Utility Of Brand Architecture
Posted By: SamikAich* on 11/5/2004 7:18 AM (CST) 250 Points
I have to write a term paper on the Brand Architecture. So I need details about the aforementioned subject

Posted by: site-report* Accepted Answer
11/5/2004 7:23 AM (CST)
I can wholeheartedly recommend this resouce:

http://www.google.com/search?sourceid=navclient&ie=UTF-8&q=Brand+Architectu...
 
Posted by: SRyan ;] Accepted Answer
11/5/2004 3:09 PM (CST)
I suggest you visit the Important Guidelines page and read all of the rules of this community, especially item five.
 
Posted by: KANDI* Accepted Answer
11/6/2004 6:15 AM (CST)
"Brand Leadership" by Aaker & Joachimstahler is probably the definitive book on this topic .... ks
 
Posted by: jose04 Accepted Answer
11/11/2004 6:48 AM (CST)
Hello SamikAich

Hope you got to read the guidelines as suggested above.

Utility Of Brand Architecture

Here are some thoughts on to help you prepare.

A coherent brand architecture is a key component of the firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's branding strategy.

The frameworks of branding structure or brand architecture, is typically focused on identifying different levels related to the brand name and/or visual associations of the brand.

Many global brands have a monolithic one name/identity, while others have the corp. name associated with a product brand, like Godrej's Goodnight mosquito reppellents, in India. A third form of brand arch. projects multiple level brands.

For international branding, in addition to considering the number of levels in the hierarchy, another dimension, namely the degree of brand coordination or standardization across countries, needs to be determined. These make it more complex.

You could profit much from the following link for more ideas on your paper
http://pages.stern.nyu.edu/~sdouglas/rpubs/intbrand.html

All the best!

Hope these thoughts help!!
 
Posted by: Val (Moderator)* Moderator Response
11/27/2004 10:47 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!

Val (Moderator)
 


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