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Episode 31 - Brand Architecture - Brand Archetypes
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Episode 31 – Brand Architecture

Brand Archetypes
Brand Archetypes
Episode 31 - Brand Architecture

The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there.

With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper.

Some of the different layers that can make up a brand include:

  • Corporate brand
  • Endorsed Brand
  • Individual Product (or Service) Brand
  • Ambassador Brands
  • Piggyback Brands
  • Parent/Child Brands
  • Sibling Brands
  • House of Brands
  • Lifestyle Brands
  • Aspiration Brands

Join Kevin and Amy as they dive into each one of these and talk about they can be put together to form the architecture of a brand. If you are looking to add a product or service to your line up and want it to have its own brand, this is the episode for you!

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Next Up: 31 – Your Brand and Covid 19


Kevin & Amy

Kevin Skarritt and Amy Zander are the co-creators of the Brand Archetypes podcast and co-authors of the book by the same name. Explore the world of Brand Archetypes and find out how they can transform your company!

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