Brand architecture

Architecture provides orientation and structure. Brands also lend orientation, if their roles are clearly defined.

Whether it is a matter of new brands, new markets or the diversification of your portfolio, kleiner und bold can help you to structure your managed brands, to determine their roles and to organise interaction between the products or services. In this sense, brands can complement or support each other, but they can also be completely separate, depending on what the market requires and the needs of the customer.

Our brand architecture concepts and brand portfolios are based on the following evaluation criteria: image, price, product segment, channel levels, distribution areas, target groups and quality maturity.

Further information: Naming