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Brand Architecture
In contrast to the development of new building complexes the development of brand buildings does not start by nothing.
Usually at least the foundation of a manufacturer mark does exist.
Existing brand values should be used.
The skillful use of these fundamental marks can avoid high expenditures into a complete reconstruction of mark families. (However there are good reasons to establish mark complexes completely from zero frequently.)
React quickly by looking ahead
Fast reactions in contrast to the industrial age and its mark life cycles today and flexibility are necessary in mark guidance and brand architecture.
Some years ago an enterprise could trust in its portfolio and the marks lifecyle. Today the portfolio must be changed more often in order to remain in congruence with the brand aura.
Brand nets which can grow
For Lünstroth Brand Advisors brand building is a dynamic process: Even at the beginning of structuring the base of high flexibility of the structure must be verified.
At full brand power there must be a sufficient playground to spread the brand to other product lines and ranges without loosing any trustability.
