Brand architecture · The portfolio map · Element
The names
Every name a customer has seen.
The part
What it is
Including feature names, legacy product names, acquired brands, and internal names that appear in invoices or support material.
The ones nobody would call a brand are the ones causing the confusion.
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 portfolio map
The relationships
How each name currently relates to the others.
LearnThe cost
What maintaining each name costs.
Learn