Abstract
Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysed.
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1holds a doctoral degree in marketing and is Professor of Marketing at Monterrey Tec University (ITESM) in Mexico City. He has been associated with various national institutes including the Administrative Staff College of India in senior academic positions and the University of Birmingham, where he conducted research and training activities. His areas of interest include consumer behaviour, brand management and competitor analysis.
2obtained a PhD in marketing with economics from LUMS (Lancaster University Management School) in 1998. In 1999 he joined the Department of Marketing at ITESM-Campus Ciudad de México. He has also worked for IESA and Universidad Valle del Momboy in Venezuela. His areas of expertise include marketing strategy, brand portfolio management and business to business marketing.
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Rajagopal, Sanchez, R. Conceptual analysis of brand architecture and relationships within product categories. J Brand Manag 11, 233–247 (2004). https://doi.org/10.1057/palgrave.bm.2540169
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DOI: https://doi.org/10.1057/palgrave.bm.2540169