You may be given the task of making an investment to get your company's brand architecture strategy right. However, brand architecture is a very broad term, and different companies have different ...

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

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 ...

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 ...

This article is part of a series of articles on brand architecture in the digital age. Read more. Brand architecture can be a theoretical and over-intellectual process. Debates about naming, visual ...

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 ...

This content is produced by a publishing partner of Open Mic. Open Mic is the self-publishing platform for the marketing industry, allowing members to publish news, opinion and insights on thedrum ...

How the fashion, banking, automotive, and telecommunications industries use architecture as a tool of marketing strategy. In the fiercely competitive corporate world, brands are obliged to search for ...

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 ...