Brand Architecture

Brand Architecture

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Description

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Brand architecture 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 marketplaceshow more

Product details

  • Paperback | 200 pages
  • 152 x 229 x 12mm | 299g
  • Commun
  • United States
  • English
  • 6135951750
  • 9786135951752