Brand Architecture

MCAworks Approach

MCAworks starts by assessing the strengths and weakness of the existing brand architecture. We will assess, for example, the impact of each brand in conjunction with others by determining what is added (or subtracted) when the brands are viewed together versus independently.

Specifically, we will assess brand attributes across the existing brands to determine similarities and differences—as well as to identify equity gaps, given the stated corporate vision and strategy. We then look for overlap and gaps in areas such as targets served, purchase criteria, channels and geography.

Brands that posses highly consistent and mutually reinforcing attributes lend themselves to a “unitary” form of architecture solution. On the other hand, brands that are highly different will best be served by a multi-brand strategy. MCAworks will recommend the optimal solution from an array of architecture models that reflect the realities of the existing brand portfolio—and importantly, strive to achieve overall business objectives.

Contact Dana Langham for more information.