Wat is merkarchitectuur?

Met merkarchitectuur verhelder je de positionering van merken binnen jouw organisatie. Weet je of jouw merken een sterke onderlinge verbondenheid houden of juist elk hun eigen weg gaan. Bepaal hoe jouw merken zich naar buiten gaan profileren en hoe je de toegevoegde waarde van jouw overkoepelende organisatie gaat communiceren.

Wanneer is merkarchitectuur relevant?

Heb je meerdere producten of merken in je portfolio? Dan is het essentieel om de onderlinge samenhang van de merken vast te stellen, oftewel de merkarchitectuur te bepalen.

Wat is een merkarchitectuur strategie?

Met een merkarchitectuur strategie verhelder je de positionering van merken binnen jouw organisatie. Weet je of jouw merken een sterke onderlinge verbondenheid houden of juist elk hun eigen weg gaan. Bepaal hoe jouw merken zich naar buiten gaan profileren en hoe je de toegevoegde waarde van jouw overkoepelende organisatie gaat communiceren.

clear brand portfolio with the right brand architecture

Do you have multiple products or brands in your portfolio? Then it is essential to establish the interrelation of the brands, in other words, to determine the brand architecture.

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determine the coherence among brands

Have the brands within your organization started to take on a life of their own? Or is there too much cohesion, where the brands would be better off operating separately?

With a clear brand architecture strategy, you clarify the positioning of brands within your organization. This way, you can determine whether your brands maintain a strong interconnectedness or each follow their own path.

is brand architecture relevant for your organization?

It is important to determine your brand architecture strategy when you:

offer products or services under multiple brand names
have different subsidiaries within your organization
experience an acquisition or merger

the result

overview of your brand structure

With the right brand architecture strategy, you create clarity within your organization and strong communication to your target audience. Together, we will determine how your brands will profile themselves externally and how to effectively communicate the added value of your overarching organization.

Yes, I want a brand architecture strategy

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