Enterprisology

There is a branch of marketing devoted to study of brands. People in that discipline use the term “brand architecture”. This  “reflects the extent to which the brand spans product categories, subcategories, and markets,” (Aaker, 2004) and addresses the scope of a given brand in relation to other company brands, as well as its relation to competitor brands and portfolios. Technology can project the brand, to make the business system visible.

Elements:

• portfolio
• brands
• messages
• sub-brands
• product-market offerings
• co-brands
• other firms
• portfolio role (Strategic Brand, Branded Energizer, etc.)
• relationship of brands within the portfolio (Brand Groupings, Hierarchies, and Network Models.)