4.2 Set-up transparent brand architecture.

A corporate brand fulfils the role of an umbrella brand for one or more individual brands. Therefore it should incorporate a holistic approach and need to encapsulate the corporate vision, value drivers, brand personality, positioning, and image among many other dimensions. Taken this all into account on top of the model-URS, I advice to implement Aaker’s brand architecture model as described in 2.1.3.2. Brand architecture. See figure 30.

Brand Architecture

Figure 30. Brand Architecture (Aaker, 2000:135).