Brand Architecture in Companies
Overview:
Brand Architecture in Companies. Looking for little help to create a survey to family businessess (owners, board members) To what extent do family-owned businesses use explicit references to the family company status in their brand strategy? Specifically, to what extent do they explicitly refer to the family company status in;
Analysis:
RQ1: – The naming of brands, sub-brands, and products? Brand logos and slogans? Other labels used in promotional materials? Business cards? Other elements of visual brand identity? Or slogans RQ2: Are there differences in across companies operating in product vs. service vs. solution business, or different sector? companies operating in B2C vs. B2B business, and companies having an eponymous vs. non-eponymous company name?
Questions that comes to my mind; what type of brand architecture the company has now (an examples because they may not know what is branded house/house of brands) then to understand if they have showing the family aspect in all products or brands. (idea to understand that if eg house of brands strategy has less family in advertisement thant branded house. Person who is answering (member of family business) may not know what is branded house etc not marketing expert. So would need to define this image or by examples.
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