The most known (and used) construction of a corporate brand is an umbrella brand.
An umbrella brand seems to offer different advantages: Handling is easy, only one brand needs to be protected and forced and all employees and different sectors of the company could sail under one flag.
But umbrella brands have their risks. If the brand spectrum is so wide that specific competences can’t be located within the entire complex.
Optimizing Corporate Brand Architecture
Optimization of CBA is the key to avoid higher spendings for separated brands or subbrands but to use the synergy of a strong mono brand in a branded house. Luenstroth CI Developers have these possible constructions in mind when targeting at better solutions.
Luenstroth Corporate Identity
- analyzes the construction scheme of brand architectures
- measures the brand relating assets of each division of the enterprise
- supposes the most efficient way for higher synergy levels
- builds a brand wide platform of publishing tools for all brand related touchpoints of the client’s and/or customer’s journey