The design of the brand and portfolio architecture is not an end in itself, but an effective instrument for controlling the flow of energy within a company. This energy flow concerns communication, working time and capital, which follow the given structures. Brand management can be seen as a dynamic system in which processes can be managed and new offers and business areas can be developed.
A well thought-out brand architecture offers clarity, orientation and reflects the corporate vision. It works both internally and externally and regulates the interaction of individual offers. The structuring of these systems plays a key role in determining how effectively resources are used, from the marketing budget to cross-selling, from the differentiation of individual departments to market differentiation - everything is integrated into these structures.
On this basis, it is important to critically review the existing offering and rebalance it for the future. In consulting practice, this goes through a structured process that ranges from the creation of the rules and regulations to the development of a new target image and the consolidation of the status quo.
The goals and advantages of an intelligent brand architecture can be
