Optimising brand architecture in a dynamic global environment : perspectives from brand practitioners

Abstract

Brand architecture, the way in which brands are organised and navigated, is a critical aspect of strategic branding. How firms organise their brands optimises their financial prosperity. Despite its importance, and although research in the field is evolving, limited research has been conducted in a dynamic global context. To respond to this need, both academic literature and brand practitioners call for the development of more flexible brand architecture models. The purpose of this research is to explore academic and brand practitioner perspectives on brand architecture. Qualitative, exploratory research was conducted to identify influencing factors which should be considered when designing an optimal brand architecture. A total of fifteen in-depth interviews were conducted with leading brand strategy consultants across North and South America, Europe, Africa, Australia and Asia in order to explore influencers of brand architecture choices, drivers of shifts in brand architecture as well as the notion that there exists a requirement for dynamic brand architecture. In answering the research question a number of themes emerged. Findings showed that dynamic brand architecture is indeed occurring in practice. Drivers of such development were further identified. Clear implications for practice as well as theory are discussed. Finally, a framework for optimal brand architecture was developed which proposes that brand architecture incorporates the drivers of both time and place in order to build a dynamic brand architecture that drives consumer-based brand equity and optimises business results.