The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed ...

You may be given the task of making an investment to get your company's brand architecture strategy right. However, brand architecture is a very broad term, and different companies have different ...

Traditional brand architecture strategies comprise: independent brands owned by one firm, independent brands endorsed by a masterbrand, brands connected to a masterbrand and its associations, and ...

David A. Aaker and Erich Joachimsthaler (2000) The Brand Relationship Spectrum – The Key to the Brand Architecture Challenge, California Management Review, Volume 42, Number 4, pages 8-23.