From a brand architecture perspective parent brands are usually known as the “corporate brand” or even technically speaking the “holding company.
A sizzling brand purpose sets out how a company intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that intention.
Rugby legend Sébastian Chabal stars in hilarious Marriott campaign for Hong Kong Sevens | To celebrate the upcoming Rugby Sevens, Ogilvy & Mather (Ogilvy) has invited rugby legend Sébastian Chabal to make cameo appearances in four short films on social media as part of Marriot’s campaign ‘Stay Brilliant’. (06/04/18) || Brand Architecture
After more than 200 years, it is about to be buried in the big brand graveyard. As we speak, a plot is being dug, right next to Mid
There are a very small number of fully competitive positions in a sector and brands need to own, and align, to one.
Brand architecture decisions often come down to an evaluation of tradeoffs. There’s rarely a cost-free benefit or a no-foul cost.
Why brand purpose requires more than just a snappy slogan - Marketing Week
A close look at the four association branding options in brand architecture.
Cathay Pacific ends three decades of the Dragonair name and aligns it closer to the Cathay Pacific brand.
Given the complexity of current brand architecture, the first thing marketers will want to do is audit the brands, sub-brands, endorsed brands, product names and other named products and services you have today.