Syllabus

Artboard 5
Module 8

Brand Architecture

  • right number of brands
  • brand consolidation
  • killing brands

Most companies have more than one brand within their operational control. In this module we look at identifying the right number of brands to operate and the manner in which these brands should be linked together, or kept apart, to ensure ultimate marketing success. We look at the all-important challenge of brand consolidation and how to kill brands whilst retaining customers and boosting profits. We also explore the various ways in which brands can be used to diversify a company’s offer in the form of brand extension.

  • Module length: 42 mins
  • Readings: 4
  • Study time: 2 hrs