Brand architecture defines the structure of brands within an organization's identity and establishes hierarchies. There are several branding decisions an organization can make including using individual brand names, a family of brand names, or an umbrella corporate brand name. Organizations can also decide whether to extend their brands into new categories or introduce new products within existing categories through line or category extensions.

1. DECISIONS

2. What Is

3. Brand Architecture is the
structure of brands within and
organisational identity. It defines
the hierarchies within an
organisation

4. F I R M

7. Firm uses established
brand to introduce a
new product

9. LINE EXTENSION
Extension within the same
category

10. CATEGORY EXTENSION
Extension in a different
category
Automobiles Motorcycles Snow blowers Lawn mower

11. Branding Decisions

12. Use of individual or separate
family brand names

14. Use of an umbrella corporate
or company brand name

18. Manodhar Allu
National Institute of Technology,
Jamshedpur.