This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.
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.
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).
Further research should aim at testing the proposed framework in different types of companies and countries.
This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.
