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Brand Architecture
Brand Architecture: It's the system, what counts.
Enterprises are growing. They integrate smaller (or bigger) different companies and expand to other markets, segments and even cultures.
A well structured brand architecture brings transparency not only for external views but also for employees and potentials.
Strength of brand becomes more important than size of company. Industrial age and its brand life cycles demand flexibility from brand strategy and architecture. Some decades ago an enterprise could be sure that product portfolio and brand aura are two sides of a medal and remain in their statuses for longer periods. Today fast reaction in changing markets, target group behavior and technological developments is required.
Exemplary brand architectures are rare; one can find them only in literature. Mergers and acquisitions led to market- and history driven mixed brand architectures, which do not fit to academic models.
Brand System Changes: a tightrope walk
Driven by pressure for innovation the danger of brand erosion is increasing; danger of disuse of synergetic effects is shrinking dramatically instead. Line extensions even in the field of corporate brands are first steps to a powerful future. Luenstroth Brand Consultants see brand architecture as a dynamic process: The architecture should be flexible to make best use of the brand dominance but avoid erosion of brand assets.
Brand Architecture: How Luenstroth Brand Consultants support.
- Analysis of the existing brand architecture: Control of inner and outer coherence, transparence for intern and extern target groups and historical developments
- Explanation of possible barriers (outsider’s view) and options for expansions of the existing architecture
- Possibilities of alternative architectures and transpositions
- Development of a matrix for alternative brand architectures
- Development of transfer roadmaps for the enforcement of brand architectural modifications (internal/external)
- Deduction of the grown task of Corporate Identity, Design, Behavior
- Implementation of a Brand Management System with following modifications in the field of identity
Perhaps interesting ...
References
Best Brands in Best Hands Thank you! Private Label: Albatros Albatros is a private label of an international wholesaler in Germany. The company sells safety shoes and beside branded ranges…
Workshops Branding
Brand Ambassador: Workshops Increasing the strength of a brand: Brand Ambassadors Corporate Brands must be lived out in practice. It’s essential that all employees understand the deepness of a brand…
Brand Management & Trademark Pooling
Brand Management & Trademark Pooling We not only keep it all in shape. In times of agency-pooling and lots of special services control of brands is growing in their complexity.…
Brand Consultancy: Luenstroth Brand Consultants
https://brand-consultancy.org/wp-content/uploads/Brand-Consultancy-Luenstroth-Brand-Consultants.mp4 We develop tools and options for sustainable growth. We are Lünstroth Brand Consultancy. Deep Analysis As external experts the Luenstroth Consultants have the view from outside and years of…
Digital Brand Strength
Digital Branding Strategies Brands in a digital world: Optimized Mankind meets maschine. People behave emotionally. The internet as a machine does not: A challenge for branding. Emotion and internet: feeling…
Brand Strategy for Global Brands
Brand Strategy Consultants Development of Brand Strategies Our look on markets is a global one. New technologies create new products; new (and younger) target groups are searching for innovation. Brands…
Development of Brands and Trademarks
Naming | Trademarks| Brands Better Marks A patent lasts 20 years. A trademark can be prolonged forever. Some brand consultants think creativity doesn’t play any role in brand affairs. Only…
Purpose Branding
Purpose Branding What are the goals you’re aiming for? No company should leave the code of conduct in a drawer or leave it on a website. It must be lived…
Copyrights
Copyrights Steffen Prößdorf [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)]
A brand is a system.
Consultants for Corporate Brands We see brands as systems. That’s why we are thinking in systems. First we take a look at dependencies, then we look at competitors positionings, check…
Contact
Contact us Luenstroth Brand Consultancy 18 Friedrichstraße 33615 Bielefeld Germany +49 521 448 122 710 contact | at | luenstroth.com Luenstroth Brand Consultancy 37 Kaskelstraße 10317 Berlin Germany +49 151…
Questions?
Give us a call!
Phone: +49 521 94 93 75 70
Email: contact ||| at ||| brand-consultancy.org