Here, a parent brand consists of various operating units which are identified by their own…

This is the simplest type, where all units and divisions of a business share the…

When a variant is added to the existing brand, it is called line extension. The…

In this type, the company name is well known and guarantees the quality of the…

The brand is a kind of product brand, if the corporate brand name is hidden…

Brand name is one of the brand elements which helps the customers to identify and…

They can be varied from pure to hybrid. However, generally brand architecture is distinguished into…

When the company portfolio is growing, the brands tend to evolve. It is critically important…

In the contemporary market, three essential characteristics are required to manage the brand − brand identity, brand…

Brand equity, being the heart of brand management is very. Peter Farquhar, in a paper…