Difficulties and errors in the brand architecture.docVIP

 PAGE \* MERGEFORMAT 11 Difficulties and errors in the brand architecture Brand architecture is considerable concern in recent years, a popular business topics. However, in the case of people involved in the process of consultation, we found a common phenomenon: the reason why special attention brand architecture, on the one hand there is a corporate mentality assumption that the identified structural relationship to the equivalent of brand management to solve all (or even a business strategy problem, the other is a reinforcement state of mind, especially for those who have begun to take the brand awareness, brand positioning of the company to complete, they hope to brand architecture and pull the brand image of various business groups, or introduce more sub-brands. The importance of brand architecture Some people think that the brand architecture is actually a business needs to answer how many brands, and what is the relationship between the brand issue. This seemingly simple question, in brand building and execution process, it is the most easily overlooked but also the most prone to the myth of the link. Specifically, the brand architecture not only sorts out the internal business group or affiliation between product categories, but also determines the number of enterprises in the priority target groups with which to communicate, thus affecting how much business the resources and energy to manage. Therefore, the only reasonable plan brand architecture in order to ensure that when the clear and consistent brand communication, balanced and stable to support the brand’s overall image, and ultimately strengthen the company’s brand equity, and brand value. Discussion about the type of brand architecture is very large, most of the focus on the ideal prototype of the brand architecture issues. But for enterprises, should not only recognize the so-called three or four major categories of class (a single master brand, independent multi-brand, back signature