B.A.S.E. - A Brand-Architecture Strategy Explorer

Abstract

Some of the most pressing brand-related problems concern the management of a system of several brands, i.e. brand architecture, rather than one individual brand. By integrating three fields of theory, (a) the theory of strategic brand concepts, (b) the theory of human information processing and (c) a typology of brand architecture strategies, this paper proposes an explorative instrument from which to derive optimal brand architecture strategies.