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Brand architecture research

Brand architecture research is somewhat related to brand positioning research, but with a focus on how different brands within a company’s portfolio are constructed, and how they work together to leverage different targets and segments. How is each brand within the portfolio different and unique versus all the other brands? To what extent do they answer the needs of a specific target or segment? The idea behind this exercise is to create a differentiated and valuable portfolio in which each brand plays a specific, crucial role.