Strategic Brand Concept and Brand Architecture Strategyba Proposed Model

Andreas Strebinger, Vienna University of Economics and Business Administration
ABSTRACT - Some of the most pressing brand-related problems concern the management of a system of several brands, i.e. brand architecture, rather than one individual brand. By integrating three fields of theory, (a) the theory of strategic brand concepts, (b) the theory of information processing, and (c) a typology of brand architecture strategies, this paper proposes an explorative instrument, BASE, from which to derive an appropriate brand architecture strategy.
[ to cite ]:
Andreas Strebinger (2004) ,"Strategic Brand Concept and Brand Architecture Strategyba Proposed Model", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 656-661.