Brand Architecture

Download the Brand Architecture Guide

Crafting a Comprehensive Brand Portfolio Strategy

Understanding the Unique Nuances of Brand Portfolio Strategy and Architecture

Brand portfolio strategy and architecture are critical components of a successful brand strategy. The importance of brand portfolio strategy and architecture cannot be overstated. At its core, brand portfolio strategy determines the number of brands that a company’s portfolio should contain. It explains how to deploy those brands within the business and in the market. 

Brand portfolio strategy also dictates the relationships brands should have with one another. The concept of relationships between brands is referred to as brand architecture, a distinct and critical component of brand portfolio strategy.


Inspired by the best-selling book The Indispensable Brand, this guide discusses establishing strategic roles for each brand and including what it should contribute to the company.