The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed ...

Acquisition brand architecture requires different skill sets than just creative, including: Strategic business thinking—A solid understanding of your field and the ability to help you think through ...

There is no 'one size fits all' brand architecture model, rather a wide range of choices. A well-defined architecture is particularly important when launching new offerings, entering new categories ...