Place brand architecture: Strategic management of the brand portfolio

Abstract

Brand architecture is a concept born in commercial branding. It is used to design and manage a portfolio of brands, providing each brand with purpose, relevance and clarity. Some authors have hinted at the possible use of this concept in place brand management. Other authors have used theoretical place brand examples to show how this concept might be applied. This study goes further by providing a case study of South Africa's brand architecture and discussing the principles used to develop it. The findings illustrate challenges and success factors in designing, managing and interpreting the brand architecture of places.