PiNG! Connecting with Your Consumer - Flipbook - Page 47
PiNG!
PiNG!
CHAPTER 2
CHAPTER 2
Structure of an Effective Brand on Shelf
Your
Brand’s Architecture is
its Family Tree
A powerful brand architecture defines how
your consumer sees your brand. With a success-
ful brand, all elements of the architecture are well-defined
and well-integrated. Lines, sub-lines and SKUs relate to
one another to create the core equity. The architecture
communicates the brand benefits, both at the overall brand
level and at the sub-line and SKU levels. The visuals and
nomenclature enforce the benefits and work together to
present an appealing array of versions that are distinct yet
still maintain brand identity. The strongest brands have architectural elements that are completely in sync.
Is your brand
architecture built on
product logic that
consumers easily
understand?
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