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.

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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

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