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

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.