An effective brand strategy creates clarity and unity within an organization, guiding internal perspectives that ultimately radiate outward.

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 ...

Pregnancy has historically sidelined women in public-facing roles, but Rihanna has done the opposite by integrating ...

Any shifts in the brand architecture? The market research you've performed will also help you develop new goals and navigate old ones. There might be significant shifts in the market that push your ...

In this course you will learn how to evaluate a brand strategy and how to use defined models and analytical ... The Brand Relationship Spectrum – The Key to the Brand Architecture Challenge, ...

Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October ...

The strategy consolidates its eight hotel brands ... New visual identity and brand architecture The rebrand also includes a new visual identity, with a refreshed logo and color palette that ...

If branding is a dark art, then brand portfolio and architecture are among its murkiest and most obscure practices. This type of work is expected to be difficult. It is expected to be dirty. It is ...