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?
For which type of brand architecture is independent brand key?
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How does the rule-of-thumb architecture choice model look like?
- Descriptor
- Sub-brand
- Endorsed sub-brand
- 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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