Brand Structure

Brand Structure

Regardless of whether the brand structure is based on a master-brand approach utilizing an array of sub-brands, consists of a portfolio of individual brands or follows a hybrid brand architecture model, the brand structure should adhere to clear organizing principles and reflect the selected brand strategy. These are the ingredients that forge a future-oriented brand structure: existing brand architecture, extension scenarios for different brands and emerging market segmentation models.


The realization of a brand’s potential, in terms of the products it offers, triggers questions related to how these offers are organized within the brand. Such questions should be answered before communicating new products and creating potentially new touchpoints.


· Brand Architecture

· Brand Portfolio

· Product Segmentation

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