brandorganization
Brandorganization is the structured approach to creating, managing, and delivering a company's brands. It covers the brand portfolio, the architecture that defines relationships among brands and products, the governance mechanisms that decide how brands are used, and the operational practices that ensure consistent brand experience across channels and regions.
Key elements include brand strategy and principles; brand architecture (how brands relate within the portfolio, including
Purpose and benefits: aligning strategy, design, and execution helps maintain a cohesive customer experience, improves marketing
Common models range from a house of brands to a branded house. A house of brands runs
Implementation steps: establish a brand governance structure and charter; define guiding principles and architecture; create guidelines
Challenges include complexity as portfolios grow, regional adaptation versus global standards, integrating legacy brands, and maintaining