Classic brand manager to deal with simple structures brand partly because he or she is faced with a relatively simple environment and simple business strategy. Today the situation is very different. Brand managers now face a fragmentation of the market, channel dynamics, global realities, and the business environment, which radically changed its mission. In addition, there is pressure to leverage brand assets due to the prohibitive cost of building new brands. This set of problems has created a new discipline called "brand architecture". Coherent brand architecture can lead to shock, clarity, synergy, and to use instead of market weakness, confusion, waste and lost opportunities. Brand architecture organization structure of the portfolio of brands, which defines the role of the brand and the relationship between brands. This article is a powerful brand architecture, "the brand relationship spectrum." It is designed to help planners use the brand architecture and subtle understanding of sub-brands, endorsed brands, and their alternatives. Sub-brands and endorsed brands can play a key role in the establishment of a coherent and effective architecture brand. "Hide
by David A. Aaker, Erich Joachimsthaler Source: California Management Review 17 pages. Publication Date: July 1, 2000. Prod. #: CMR177-PDF-ENG
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