Conceptual analysis of brand architecture and relationships within product categories

  title={Conceptual analysis of brand architecture and relationships within product categories},
  author={Rajagopal and Romulo Sanchez},
  journal={Journal of Brand Management},
Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture. The… 

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