Why is it important to have a strong brand? This question comes up every now and then. The answer seems obvious on a gut level, especially to those of us in the industry. But sometimes, we’re called upon to provide a thoroughly considered answer. For those times, we’ve done a little desktop research on why brands matter.
Brand architecture is how a set of brands relate to one another.
A brand is the idea, identity, and experience of an entity, including tangible and intangible qualities.