Brand architecture

sub-brand
In the field of brand management, brand architecture is the structure of brands within an organizational entity.wikipedia
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Corporate branding

corporate brandbranding
The brand 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.
The ways in which corporate brands and other brands interact is known as the corporate brand architecture.

Brand

brand namemarquebrands
In the field of brand management, brand architecture is the structure of brands within an organizational entity.
Exactly how the company name relates to product and services names forms part of a brand architecture.

Individual branding

flanker brandIndividual product brandindividual product brands

Brand management

brandingbrand managerbrand strategy
In the field of brand management, brand architecture is the structure of brands within an organizational entity.

Company

companiesenterpriseenterprises
It is the way in which the brands within a company's portfolio are related to, and differentiated from, one another.

Shareholder value

value-based managementmaximizeoptimal shareholder-value maximizing strategy
Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can often include using brand-valuation model techniques.

Brand relationship

brand relationshipsBrand intimacyattachment
One may regard the architecting of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment.

Management

managerBusiness Managementmanagers
The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace.

Marketplace

marketstreet marketpublic market
The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace.

Heinz

H. J. Heinz CompanyH.J. Heinz CompanyH.J. Heinz Co.

Nestlé

NestleToffee CrispHelados Savory

Pampers

Easy UpsPampers & Pampers KandooPampers Easy Ups