10 Oct 2009 Corporate vs. Line Branding
I presented What the brand architecture is in one of the posts.
Similar models of brand relationships spectrum have been presented by others too. In one simple model, in the figure below, we have the spectrum of strong and weak corporate endorsement positions.
Source: Devlin, James. 2003. Brand Architecture in Services: The Example of Retail Financial Services. Journal of Marketing Management: 19/9/10, p. 1043-1065.
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