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We think —

Brand architecture

A brand must function in a complex, constantly changing world. However, complexity arises not only in the outside world, but also within an organisation and its brand family. CRENEO develops a brand architecture suitable for your constellation. We develop clear recommendations: Are the individual brands on an equal footing or umbrella brand-oriented? Does an endorsed-brands strategy make sense, in which the support of the umbrella brand is only hinted at? Does the umbrella brand have a stronger effect in the foreground or background? And what is the relationship between the individual brands?

We also revise existing brand architectures and adapt them to the current or newly defined corporate strategy. In addition, we offer the development of a brand manual, with which your employees can effectively integrate the most concise brand parameters into their daily work.