Abstract
Brands play a significant role in developing marketing strategies for specific product categories in a firm. A coherent international brand architecture is a key component of a firm's overall marketing strategy as it provides a structure to leverage strong brands into other markets, assimilate acquired brands, and rationalise the firm's branding strategy. This paper discusses how firms can develop brand architecture, and considers the factors that contribute in shaping the architecture. The managerial implications for marketing management and the impact of architecture on the brand hierarchy are also analysed.
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