Brand architecture · The case per brand · Element
The net position
What it costs against what it returns.
The part
What it is
Cost is maintenance, protection and divided attention; return is the demand that would not exist under the master brand.
The second number is difficult and an estimate is far better than the implicit assumption that it is large.
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 justification
What the separate brand buys.
LearnThe decision
Keep, merge or retire, with what it would cost.
Learn