What is brand architecture?

Brand architecture should have five dimensions:

  • brand portfolio,
  • portfolio roles
  • product-market context roles,
  • the portfolio structure, and
  • portfolio graphics.


While we know five dimensions there are six objectives to be followed if the designed brand architecture is to achieve an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the powerful system of the brand architecture is the prerequisite in the development of the corporate identity.

Source: Aaker, David A. and Joachimsthaler, Erich. 2000. Brand Leadership. 2000. The Free Press. 350 p.


No Comments


%d bloggers like this: