The Concept and Origin of Brand Architecture: A Comprehensive Literature Survey

Abstract

Brand architecture is comparatively a new concept. This terminology was used for the first time in 1995. In essence, it refers to an organization's approach to the design and management of its brand portfolio-decisions regarding number of brands, role of specific brands and relationships among the brands. This paper presents a comprehensive literature survey on the pioneering work done on this subject by renowned researchers and academicians. Brand architecture plays a very important role in the management of a large product portfolio, but this is perhaps often not consciously recognized. More research could throw fresh light on its application. ABSTRACT FROM AUTHOR