Brand Architecture defines the relationship of the parent brand to divisions, lines of business, products, services, and subsidiaries. BrandTaxi has developed specific tools and processes to uncover the nature of these relationships, and how to translate them into strategies to identify and name these levels.
As businesses have become complex collections of brands and sub-brands, it becomes more and more important to have an underlying strategy so important audiences can understand your business. This is as true for customers as it is for the financial community, and very important, your own employees. A strong Brand Architecture optimizes and brand array to maximize value by acknowledging shared brand equity vs. the need for separate and distinct brands.
Stemming from Brand Architecture, we often develop Product Architectures to organize complicated product arrays for internal and sales purposes.