A dynamic approach to brand portfolio audit and brand architecture strategy

摘要

Purpose - This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign. Design/methodology/approach - Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies. Findings - The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options). Research limitations/implications - Further research should aim at testing the proposed framework in different types of companies and countries. Originality/value - This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.