Definition
A system for the hierarchical and relational organization of all the brands belonging to a single organization. It defines which name each product/service carries, how extensions are named, what is grouped under which umbrella, and how the brands relate to one another visually and verbally. It is at once a decision of corporate naming and one of strategic architecture.
Relationships
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.