Brand architecture involves the management of brand portfolio. Brand portfolio includes all the types of brand viz. Brands and sub brands as well as co-brands with other firms. For e.g., the brand portfolio of Hindustan Lever Ltd. Consisting of 110 brands with 950 of different types of packs, which are operating under different market context like healthcare, personal care, beverages, etc. The decision parameters are should one or more brands be added or deleted? A brand portfolio can be strengthened by the addition of brands keeping in view the portfolio perspective. Similarly brands can be deleted by identifying the superfluous brands, which are contributing nothing to the brand portfolio.
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