Within a portfolio of brands or companies it is crucial to clarify the relationship between them.

In some cases it might be best to have very distinct brands with no overt relationship, for example you may not want your everyday high street customers to know that you have a high end offer aimed exclusively at your richest customers. At the other extreme you might want to show the variety and range of different products that you have on offer, as a way of communicating how you consider your customers’ every need.

Brand architecture is about identifying exactly what is the most appropriate relationship between the brands in your portfolio. The most effective way to do this is by looking at the portfolio through your stakeholders’ eyes – how do they see your brands? What structure will most help them in their relationship with these brands?