This infographic explains how to evaluate and structure brand architecture. Step 1 (Pinpoint Your Situation) identifies triggers like mergers, repositioning, expansions, and consolidation. Step 2 (Dive Into Your Goals) clarifies parent-brand prominence, number of sub-brands, differentiation, revenue impact, and competitive trends. Step 3 (Assess Brand Equity) uses the formula Brand Revenue × Brand Strength, with metrics such as NPS, recall, satisfaction, relevance, and awareness. Step 4 compares four architecture types—Branded House, House of Brands, Endorsed Brands, and Hybrid—with examples like FedEx, Meta, IQVIA, and Amazon.

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