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Brand housing: Best practice for brand architecture
Manfred Abraham and Abigail Taylor Admap February 2011

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Brand housing: Best practice for brand architecture Manfred Abraham and Abigail Taylor Admap February 2011

Brand housing
Manfred Abraham and Abigail Taylor Interbrand London

House of brands and branded house are the best known options, but there is no onesize-fits-all model for brand architecture. It is important to build a framework based on flexibility.
Brands that build strong relationships with their customers are rewarded with higher sales, profits and value over time. The value of the strongest brands continues to rise, according to Interbrand's 2010 best Global brands report – Coca-Cola is worth $70.5bn. Brands that demonstrate their transparency, integrity and authenticity will continue to build successful long-term relationships with their customers. The economic downturn has changed spending behaviour and customers are increasingly more opinionated, savvy and connected. As a result, it has become more important to get your brand architecture and portfolio management spot-on. Brand architecture can typically be described as the branding framework that organises and explains the nature and strategic relationships of each of your brands, working hand-in-hand with your portfolio management. Ultimately, both your architecture and portfolio influence how stakeholders relate and interact with your company's products and services. Getting it right or wrong affects the financial value of customer relationships. Therefore, we can all benefit, on a number of levels, by fully understanding brand architecture, identifying the best and most valuable arrangement for products and services, and making demonstrable progress towards it. This article touches on the traditional models of brand

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