Brand architecture · The case per brand · Element
The justification
What the separate brand buys.
The part
What it is
A distinct audience, a distinct promise, risk separation, or an acquired equity worth keeping. Anything else is inertia.
Where the justification is that customers know the name, the question is how many and how much that is worth.
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.
The other elements in the case per brand
The net position
What it costs against what it returns.
LearnThe decision
Keep, merge or retire, with what it would cost.
Learn