Abstract
As the appreciation for a brand's ability to enhance earnings has grown, so too has the sophistication with which two or more brands are combined to leverage synergies and create offerings with greater differentiation and relevance. When once there were only simple producer–product brand couplings, such as Kellogg's Corn Flakes and Ford Mustang, today's marketers and consumers must contend with more complex offerings, such as Microsoft Xbox 360 Elite and MazdaSpeed MX-5 Miata (owned by Ford) and Benjamin Moore Regal paint at Pottery Barn (owned by Williams-Sonoma, Inc). This paper introduces the concept of brand taxonomy, examines several brand structures in the literature and then builds upon one published brand taxonomy to facilitate assessment of brand type, role and strategic purpose. Such assessment will aid internal agreement on important decisions regarding a brand's required funding and staff support, its strategic objectives and marketplace aspirations, its relationships with other brands within the portfolio and its visual identity.
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