- Written by Ronald van Haaften
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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 126.96.36.199. Brand architecture. See figure 30.
Figure 30. Brand Architecture (Aaker, 2000:135).