DECISIONS

What Is

Brand Architecture is the structure of brands within and organisational identity. It defines the

hierarchies within an organisation

F I R M

Firm uses established brand to introduce a

new product

LINE EXTENSION

Extension within the same category

CATEGORY EXTENSION

Extension in a different category

Automobiles Motorcycles Snow blowers Lawn mower

Branding Decisions

Use of individual or separate family brand names

Use of an umbrella corporate or company brand name

Manodhar Allu National Institute of Technology, Jamshedpur.