Merkevaresystem

Merkevaresystem is a structured framework for managing a brand’s identity and assets across products, markets, and communication channels. It coordinates brand strategy, visual and verbal identity, naming and packaging, and legal considerations to ensure consistent expression and protection of brand equity.

A merkevare system typically comprises the brand strategy and positioning; the visual identity system including logos, color palettes, typography, photography and iconography; the verbal identity such as tone of voice, key messages, and taglines; brand guidelines or a brand book; a digital asset management platform and brand portal; a governance model with defined roles, approval workflows, and change management; a library of templates and assets; and localization processes for different markets.

Implementation involves establishing processes for creating, approving, distributing, and maintaining assets, ensuring all communications align with the guidelines in every channel and region. Technology support often includes digital asset management, integrations with content management systems, and collaboration tools to streamline workflows.

Benefits of a merkevare system include greater consistency across touchpoints and markets, stronger brand equity and recognition, improved efficiency and cost control, reduced risk of misbranding or trademark issues, and easier collaboration between marketing, design, and product teams.

Commonly used by consumer goods companies, retailers, advertising and design agencies, and multinational brands, the concept is also referred to as brand asset management or a corporate identity system. Its evolution has been influenced by digital media, globalization, and the need for scalable governance of brand assets.