Why is the brand architecture needed?
Blogroll / Design strategy

Why is the brand architecture needed?

Every brand manager should be familiar with four basic strategies and nine sub-strategies of brand architecture. With brand architecture companies specify the brands roles and the nature of relationships between brands. The brand relationship spectrum is a tool that offers companies to design a new offering without risking image dilution. Continue reading

Methods to reveal the corporate identity
Blogroll / Design strategy

Methods to reveal the corporate identity

There are many methods to reveal the actual corporate identity. Van Riel and Balmer have presented three methods. The first one is Balmers affinity audit which is specialized method using the principles of ethnography. Then there is laddering technique which relies on means and interviews resulting in Hierarchial Values Maps. And not lest to reveal … Continue reading