Brand architecture in the digital age
This article is part of a series of articles on brand architecture in the digital age. Read more.
Any ambition to grow a business or a brand will eventually lead you to grapple with a brand architecture question, such as:
- If you launch a new product, should it have a standalone name or be a sub-brand?
- Should the sub-brand be linked to the corporate brand or should it be separate and standalone?
- How strongly should the new product be connected to products already in the portfolio?
- If you acquire a company, how...