Blogroll / Design strategy

Corporate vs. Line Branding

I presented What the brand architecture is in one of the posts. Similar models of brand relationships spectrum have been presented by others too. In one simple model, in the figure below, we have the spectrum of strong and weak corporate endorsement positions.

Corporate vs. Line Branding

Corporate vs. Line Branding

Figure source: Devlin, 2003, p. 1046

Source: Devlin, James. 2003. Brand Architecture in Services: The Example of Retail Financial Services. Journal of Marketing Management: 19/9/10, p. 1043-1065.

Marko Savić
I’m raising awareness of the connection of business model innovation with design thinking. Have just published a book on business models design. You may wish to meet me in person at my next workshop or interact with me on Twitter.

Reblog this post [with Zemanta]
Advertisements

One thought on “Corporate vs. Line Branding

  1. Pingback: A Short Introduction to the Steps of the Corporate Identity Audit « Corporate Identity, Design Strategy & Branding

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s