The brand strategy toolkit: Branded House and House of Brands

Nick Liddell

The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.

Being a brand strategist is pretty easy. We only need to know how to do three things:

  1. Articulate what makes a brand different and desirable (brand positioning).
  2. Establish a clear role for the different parts of a brand portfolio (brand portfolio strate

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