Brand architecture: under which brand name does the company want to map out its future?
Yet another new product brand, the next line extender, an acquired brand has to be integrated... At some point, management realises that the so-called "evolved order" is causing disorder rather than exploiting the market to the full. Which names should the spotlight be aimed on in future, which should play a subordinate role or even disappear? Even if there is no patent answers to these questions - an order is essential.
Where is the brand energy stored?
A sensible brand architecture is what's called for. It starts by asking which name the most brand energy is currently stored under, regardless of this brand's current position within the portfolio. An architecture that is careful not to degrade or level out valuable parts of the system in favour of graphic clarity. And that lends itself to the integration of innovations or acquisitions.
Brandmeyer Markenberatung will help you solve this complex task. It starts by compiling the relevant facts and clarifies at which levels brand energy is stored - from the group of companies all the way down to the individual product - and where future brands should be established. Workshops with management, talks with experts and the secondary analysis of existing data provide the basis for the final phase: the solution.
First the solution, then the design
Various solution options are developed and evaluated, including the operative implications for the company. The final recommendation is extremely detailed. It covers the consequences for the various management areas and examines the resulting advantages and drawbacks. In addition, the proposal includes concrete recommendations for implementation in day-to-day business. Only then should the graphic design work begin.
