Untangling Complexity: Navigating Brand Architecture Model

Global big brands often find themselves entangled in complexity, akin to massive whales burdened by numerous sub-brands that obscure their overall clarity.

However, through our experience, CLARITY has discovered a powerful tool to address this challenge: the Aaker brand architecture model. Developed by marketing expert David Aaker, this model provides a systematic framework for organizing and managing a brand's portfolio of offerings.

By categorizing sub-brands based on their relationship to the parent brand, whether they are endorsed, branded independently, or even co-branded, the Aaker model helps companies streamline their brand portfolio, clarify their messaging, and strengthen their overall brand equity.

With this structured approach, global brands can navigate the complexity of their portfolio more effectively, ensuring coherence and maximizing the impact of their branding efforts.