Brand architecture · The case per brand · Element

The decision

Keep, merge or retire, with what it would cost.

The part

What it is

Retiring a name loses its recognition, and the loss is worth estimating before rather than discovering after.

Migration is a project with a timeline, not a rename, and treating it as the latter is how portfolios end up with both names in market for years.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.