Brand architecture should have five dimensions:brand portfolio,portfolio rolesproduct-market context roles,the portfolio structure, andportfolio 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. ...
What is the difference between design leader, design manager and designer. The first one is supposed to set the design vision, the design manager is responsible for the design process, procedures in internal functions, while the latter is to design the content....
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.
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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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