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Архитекту́ра бре́нда (англ. brand architec … Архитекту́ра бре́нда (англ. brand architecture) — иерархия брендов (англ. Brand Hierarchy) компаний, отражение её маркетинговой стратегии, а также последовательность и вербально-визуальная упорядоченность всех элементов бренда. Под архитектурой бренда понимается такой тип композиции (структуры) брендов, которая основана на определённом сочетании ролей в брендовом портфеле и на конкретном товарном предложении. Под брендовым портфелем / портфелем брендов (англ. Portfolio of Brands, англ. Brand portfolio, англ. Product Portfolio) подразумевается совокупность брендов, структурированных по определённому принципу и взаимосвязанных друг с другом. принципу и взаимосвязанных друг с другом.
, In the field of brand management, brand ar … In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques. One may regard the designing of a brand architecture as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace. realities brands face in the marketplace.
, 브랜드건축가 - 品牌建筑师, (영어: Brandarchitect)는 문화컨텐츠를 브랜드화하여 비지니스를 전개하는 것을 말한다. 최근 전세계에 한류 문화컨텐츠가 확산되면서 한국의 문화콘텐츠를 활용한 비즈니스가 중요하게 부각되고 있어 주목 받고 있다.현재 중국의 인플루언서인 왕홍과 관련해 이 분야가 새로운 중국콘텐츠 비즈니스 전문 직종으로 부각되고 있다.
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In the field of brand management, brand ar … In the field of brand management, brand architecture is the structure of brands within an organizational entity. It is the way brands within a company's portfolio are related to, and differentiated from, one another. According to J.-N. Kapferer, the brand architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they belong to. Often, decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands – managing brand architecture to maximize shareholder value can include using brand-valuation model techniques.de using brand-valuation model techniques.
, 브랜드건축가 - 品牌建筑师, (영어: Brandarchitect)는 문화컨텐츠를 브랜드화하여 비지니스를 전개하는 것을 말한다. 최근 전세계에 한류 문화컨텐츠가 확산되면서 한국의 문화콘텐츠를 활용한 비즈니스가 중요하게 부각되고 있어 주목 받고 있다.현재 중국의 인플루언서인 왕홍과 관련해 이 분야가 새로운 중국콘텐츠 비즈니스 전문 직종으로 부각되고 있다.
, Архитекту́ра бре́нда (англ. brand architecture) — иерархия брендов (англ. Brand Hierarchy) компаний, отражение её маркетинговой стратегии, а также последовательность и вербально-визуальная упорядоченность всех элементов бренда.
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Архитектура бренда
, Brand architecture
, 브랜드 건축
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