Brand architecture in the digital age
This article is part of a series of articles on brand architecture in the digital age. Read more.
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Brand architecture is an often overlooked and frequently misunderstood area of brand strategy.
There’s a new way of thinking about brand architecture that is emerging in Asia. Rather than relying on any one approach, whether a “masterbrand” or a portfolio of sub-brands strategy, companies are increasingly mixing it up. This hybridisation, which speaks to a growing level of marketing expertise, is yet another...