Brand Architecture
What products should be marketed under what brands’ is a curious question. Why is Sprite a distinctly different brand than Coca-Cola? Why does General Motors sell four different mid-sized SUVs under four different brands? (Chevrolet, Buick, GMC, and Cadillac.)
There is logic used to tie together the diverse products sold by these enormous companies. The sorting of products into brands is no accident; it takes sophisticated marketing thinking to decide the boundaries and relationships between br
Read more...