Definition
The way a company's brands are organized in relation to each other: single brand (monolithic), endorsed brands or independent brands.
In practice
A group with four services decides whether all use the same name ("Solví Environmental", "Solví Waste") or their own. The decision defines how many brand books exist.
Amplifik service related to this term
Brand strategy & naming
Positioning, value proposition, brand platform and name — the map before the drawing.
Related terms
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