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Let's talk branding
A brand architecture masterclass with Felicia Rosenzweig
May 5, 2024
Felicia Rosenzweig, an expert in brand architecture, discusses the importance of brand architecture in strengthening brand positioning. She focuses on Morningstar's brand architecture transformation, challenges in implementing brand architecture, and resources available for brand architecture. Learn how to align family brands with the master brand for enhanced recognition and value.
43:42
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Quick takeaways
- Brand architecture defines roles and relationships within a brand portfolio, aligning brands with overall strategy.
- Misconceptions about brand architecture include focusing only on product portfolios and logos, emphasizing its strategic importance.
Deep dives
Importance of Brand Architecture in Brand Strategy
Brand architecture is a crucial aspect of brand strategy, defining the roles and relationships of all brands within a portfolio. It serves as a mechanism to align brands with overall brand strategy, providing clarity on the roles each brand plays. The discipline of brand architecture involves strategic thinking and requires organizational alignment to ensure effective execution.
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Discover
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