02 Oct 2009 The brand architecture audit
The brand architecture is a process. This process needs to be revised if the company wants to set the appropriate direction for its brands, be that corporate or product brands.
The brand architecture audit enables compliance with established procedures and determines whether the structure of brand architecture should be changed. We differentiate the brand architecture audit at two levels.
First is the compliance audit and the second is the strategic audit. The first one is defined as a bottom-up audit of the individual brands while the second one or the second phase is a top-down audit conducted on multiple levels (Douglas, Susan P. et. al., 2001, p. 111; Rajagopal and Sanchez, 2004, p. 245)
Douglas, Susan P. et. al. 2001. Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture. Journal of International Marketing: 9/2, p. 97-114.
Rajagopal and Sanchez, Romulo. 2004. Conceptual analysis of brand architecture and relationships within product categories. Journal of Brand Management: 11/3, p. 233-247.