Brand Architecture: of Google Vs Procter & Gamble

Brand architecture is the organizational structure and the names the brands within its portfolio.

Main types of the brand architecture are monolithic – here the corporate name is used in all products, endorsed in this all sub brands are linked to the main brand by visual or verbal means and free standing is where all the corporate brands is responsible mainly as umbrella company under which each product or service operate according to the target market.

For example Google has recently restructured its business under Alphabet Corporate Brands.

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