- Should we have one brand or two?
- How should our brand promise play out at each level of branding?
- How many levels of branding should there be, and how does each level manifest itself?
- How can we reduce our brand architecture down from five levels of branding to two levels of branding?
- What is the architecture that creates the most coherent portfolio?
- How is each subbrand positioned against every other subbrand?
- How do we transition a product out of the architecture?
- How should category descriptors and product descriptors be handled vis-à-vis the architecture?
- How do we create more consistency in brand endorsement?
- Should these two brands be combined?
- Which brand’s identity system should be dominant?
- How will we determine the identities of new products, services, and programs?
- How do we create naming coherence across our brands?
- Should our organization build a dominant umbrella brand?
- If so, should there be other subbrands?
- If so, which ones?
- What should the dominant umbrella brand be?
- If there is a transition in the umbrella brand, how should this transition occur?
- Should we combine these subbrands into one brand?
- Should we change our subbrand structure to better match the way our consumer segments are evolving?
- How do we address naming of internal programs?
- What do we do with our newly acquired brands? How should they fit into our portfolio?
- How do donor-named entities (supported by large donations) fit into the brand architecture?
- How should we cobrand with strategic partners?
- How do we express ingredient brands?
Monday, June 1, 2015
Brand Architecture Questions
We have worked with a large number of organizations that have needed help addressing brand architecture issues. Here are some of the issues that our clients have asked us to help solve: