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Brand Architecture

The ‘building blocks’ or ‘structural integrity’ of the brand. Typically comprised of emotional benefits, functional benefits, product attributes, occasion appropriateness, brand personality, etc…

Not to be confused with Brand Portfolio Strategy

See also:
brand defined
captive brand
store brand, private label
national brand
positioning statement
point of difference
pain point
target audience
frame of reference
reason to believe
brand essence
portfolio architecture

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