Open AccessB.A.S.E. - A Brand-Architecture Strategy Explorer
Author(s) -
Andreas Strebinger
Publication year - 2011
Publication title -
the international business and economic research journal/the international business and economics research journal
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.