What are the important brand architecture decisions in developing a branding strategy
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Transcript of What are the important brand architecture decisions in developing a branding strategy
DECISIONS
What Is
Brand Architecture is the structure of brands within and organisational identity. It defines the
hierarchies within an organisation
F I R M
Firm uses established brand to introduce a
new product
LINE EXTENSION
Extension within the same category
CATEGORY EXTENSION
Extension in a different category
Automobiles Motorcycles Snow blowers Lawn mower
Branding Decisions
Use of individual or separate family brand names
Use of an umbrella corporate or company brand name
Manodhar Allu National Institute of Technology, Jamshedpur.