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

Andreas Strebinger | Zendy

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

Author(s) -

Andreas Strebinger

Publication year - 2011

Publication title -

international business and economics research journal (iber)

Language(s) - English

Resource type - Journals

eISSN - 2157-9393

pISSN - 1535-0754

DOI - 10.19030/iber.v1i11.4002

Subject(s) - typology , architecture , brand management , business , advertising , brand equity , brand awareness , computer science , marketing , sociology , art , anthropology , visual arts

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.

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