University of Twente Student Theses
The influence of brand architecture on product development : Creating a brand architecture and subsequently developing a new product within the boundaries of a chosen brand architecture strategy
Jansen, Vera (2024) The influence of brand architecture on product development : Creating a brand architecture and subsequently developing a new product within the boundaries of a chosen brand architecture strategy.
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| Full Text Status: | Access to this publication is restricted |
| Embargo date: | 11 September 2029 |
| Abstract: | A brand architecture is a strategy that aids in managing the brand portfolio and the company. Choosing an adequate strategy for a new product, comes down to either a brand extension or the creation of a new (sub) brand. When the creation of a new (sub) brand is warranted, it is best to utilize a company-oriented brand building process to ensure that the brand is created within the boundaries of the chosen brand architecture strategy. This discovered process has been turned into a framework that can be used when a new product has to be developed and marketed. |
| Item Type: | Essay (Master) |
| Clients: | Mad Party Games, Rotterdam, Netherlands |
| Faculty: | ET: Engineering Technology |
| Subject: | 02 science and culture in general, 50 technical science in general, 85 business administration, organizational science |
| Programme: | Industrial Design Engineering MSc (66955) |
| Link to this item: | https://purl.utwente.nl/essays/102578 |
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