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| Brand Architecture |
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The manner in which an organization structures and names the brands within its portfolio. Most companies choose one of three types: monolithic - the corporate name is used on all products and services; endorsed - all sub-brands are linked to the corporate brand by means of a verbal or visual endorsement; and freestanding - each product is individually branded, the corporate brand merely operating as a holding company. Related term(s): Brand, Awareness. |
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