Brand Positioning & Architecture

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 3 in Brand Management, 2026, pp 43-65 from Springer

Abstract: Abstract This chapter focuses on the strategic foundations of brand positioning and architecture, equipping readers with key concepts and methods to build effective brand strategies. It begins by demonstrating how to apply both internal and external research to assess a company’s brand status quo, while gathering valuable market intelligence and customer insights. Building on this understanding, the chapter explores how to identify the ideal positioning “sweet spot” for a brand, highlighting various positioning models, ranging from simple, one-dimensional approaches to more complex, multi-dimensional frameworks, and how to translate these into a compelling brand positioning statement. Further, it examines generic brand strategies in relation to the size and diversity of a company’s product offering. The chapter concludes with a discussion on corporate brand architecture, offering practical guidance on structuring brand portfolios and determining the appropriate level of corporate involvement based on strategic intent.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50245-4_3

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DOI: 10.1007/978-3-658-50245-4_3

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