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The brands in the portfolio have a relationship with each other. Brand architecture also involves designing a structure of all the brands, which will provide clarity to the customer rather than complexity and confusion. It must provide a sense of order, purpose and direction to the organization. Three approaches can be utilized to present the portfolio structure.
Brand groupings – A brand grouping is a logical grouping of brands that have meaningful characteristics in common. The groups provide logic to the brand portfolio and help its growth overtime for ex. in case of Johnson and Johnson Ltd the brand grouping can be made using following characteristics.
- Segment (Infant Care and Intimate Feminine Care)
- Product (Healthcare and Pharmaceuticals)
- Design (Classic and Contemporary)
