Journal of Brand Management

, Volume 21, Issue 9, pp 702–715 | Cite as

Designing and implementing brand architecture strategies

  • Kevin Lane Keller


Given the importance of brands as intangible assets for organizations, the ability to strategically manage those brands is critical. A well-designed and well-implemented brand architecture strategy can provide a product roadmap to the future for a brand, clarifying where it can go and how it can get there. The brand architecture strategy of a firm determines which brand elements a firm should apply across new and existing products and services. It is virtually impossible to manage and maximize the value and equity of a brand without a clear, compelling brand architecture strategy, whether explicitly written down or not. Toward that goal, we outline a three-step process by which a firm can design and implement their brand architecture strategy. Throughout our discussion, we introduce key concepts, provide insights and guidelines, and offer illustrative examples.


brand architecture brand strategies brand positioning brand extensions brand hierarchies 


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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  1. 1.E.B. Osborn Professor of Marketing, Tuck School of BusinessHanover

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