Typically, there are three architecture approaches that can be deployed: brand monolithic, brand prolific and hybrid–which is somewhere between the other two. One of the drivers of Brand Architecture ...
Avery, Jill, and Chekitan S. Dev. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Teaching Note 520-112, May 2020. (Revised October ...
Every successful brand has managed to communicate its company's core beliefs and attitudes—what the company stands for—to its target customers. Brands allow you to clearly define and communicate what ...
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