Introducing multi-dimensional brand architecture: taking structure, market orientation and stakeholder alignment into account

Abstract

Traditional research in brand architecture has primarily focused on bipolar, structural models describing brand constellations viewed from the brand owner’s angle of incidence. This paper further extends previous theorization within strategic brand management by offering the Conceptual Integrated Multi-dimensional Architecture (CIMA) model as an incorporation of existing research in brand architecture, arranged according to hierarchical structure, degree of collaboration with third parties and alignment with consumer perceptions. Traditional brand architecture is broadened using two additional dimensions—the level of intercompany partnerships and perceptional congruency between stakeholders—to produce a model that distinguishes between open and closed brand structures and includes the consumers’ perceptions as a mediator of brand strategy efficiency. The CIMA model implies that strategic brand management should consider the possible effects of third-party collaboration, in conjunction with consumer beliefs, on the efficiency of the pursued brand strategy and selected go-to-market approach. By including these two additional dimensions, marketing executives may find a more nuanced view of the potential challenges and obstacles that stand in the way of successful brand strategy execution. The paper is concluded by discussing the implications of this conceptual model and suggests a number of future research directions for brand architecture and brand portfolio management.