Brand & relationship equity - Brand architecture

5 important questions on Brand & relationship equity - Brand architecture

What are the four different categories for brand architecture where left is master brand dominance and right activity brand dominance?

  • Branded house
  • Subbrand
  • Endorsed brands
  • House of brands

For which type of brand architecture is master brand & activity equal weight key?

Subbrands

For which type of brand architecture is independent brand key?

House of brands
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How does the rule-of-thumb architecture choice model look like?

  1. Descriptor
  2. Sub-brand
  3. Endorsed sub-brand
  4. Independent brand

What are possible risk considerations when picking a brand architecture?

  • Brand reputation risk
  • Brand dilution risk
  • Brand cannibalisations risk
  • Brand stretch rick

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