Brand architecture comes into play when you need to integrate ... alternative branding models Research insights—The right quantitative and qualitative tools to gain and validate marketplace points of ...

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Brand architecture is the organising structure of a brand portfolio ... We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for ...

Brand architecture can be understood as the organizing structure of a brand portfolio, which explains the nature and strategic relationships of a company's brands (Abraham & Taylor, 2011; Dooley & ...

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 ...