Brand architecture (merkarchitectuur) is the structure of brands within an organizational entity. It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. According to Rajagopal Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
There are three key levels of branding:
Meer kennis en informatie hierover kunt u verkrijgen tijdens de NIBAA masterclass design en branding en/of opleiding brand management en opleiding design management, opleiding reputatie management, cursus communicatie management of opleiding merkmanagement in Utrecht. Thema's die hierin behandeld worden zijn: merkidentiteit, positionering, merk, strategie, marketing, brand identity, merkarchitectuur, branding, brand portfolio, merkmeerwaarde, merkwaardecreatie, design management, brand equity, brand building, internal branding, merkwaarden en diverse merkconcepten (www.nibaa.nl)