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Volume 4, Issue 1
1 January 2003
This article was originally published in
Handbook of Business Strategy
Handbook of Business Strategy Cover Image for Volume 4, Issue 1
Review Article| January 01 2003

Brand Architecture as a Strategic Weapon

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Publisher: Emerald Publishing
Online ISSN: 2054-1775
Print ISSN: 1077-5730
© MCB UP Limited
2003
Handbook of Business Strategy (2003) 4 (1): 348–355.
https://doi.org/10.1108/eb060288

Companies commonly view brand architecture as primarily a tactical, one‐time exercise. But it can be the means to drive both greater top‐line growth and bottom‐line performance.

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© MCB UP Limited
2003
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