Brand Architecture as a Strategic Weapon
Michael Petromilli
(Director in the Chicago office of Prophet)
Stephen Berman
(Director with Prophet and based in its New York office)
870
Abstract
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.
Citation
Petromilli, M. and Berman, S. (2003), "Brand Architecture as a Strategic Weapon", Handbook of Business Strategy, Vol. 4 No. 1, pp. 348-355. https://doi.org/10.1108/eb060288
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited