This article, based on the work with dozens of business-to-business company, extracts general principles of brand architecture design based on concrete examples, and then tests the principles of their use in a broader sense a wide sample of brand architecture. B2B brand architecture is a function of two main dimensions: the organizational structure, in particular the extent to which the firm is centralized or decentralized (in terms of product range, sales and marketing), and to what extent the market firm offers standardized compared with the set. This structure and the axiom of risk of poverty through the sale process along to capture the basic elements of architecture B2B brand. "Hide
by Steve Muylle, Niraj Dawar, Deva Rangarajan Source: California Management Review 14 pages. Publication Date: February 1, 2012. Prod. #: CMR502-PDF-ENG
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