Brand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization.

When thinking about adding a new brand or product, it is crucial to understand where it will sit within your organization. In other words, you will have to define what type of brand architecture you will choose for your portfolio of brands.

To simplify the concept, imagine that your organization is a house:

• Where will your brand be located within the architecture of that house?
• Which role will each brand play?
• What will be its relationship with other brands, if any?

The answers to these questions will guide you in choosing the adequate brand architecture framework for your organization.