A well-crafted structure for the relationship among a company's brands is vital for its marketing strategy. Referred to as brand architecture, this structure establishes both the brand's breadth or boundaries and its depth or complexity across and within marketspaces. This structure also includes the nature of common and distinctive brand elements used across a firm's products or services. We review the extant marketing strategy literature with a specific focus on the brand architecture research stream, and present a distillation of five key themes as follows: (i) brand hierarchy; (ii) brand portfolios; (iii) brand–finance interface; (iv) brands and innovation management; and (v) global branding. For each theme, we discuss both background research and future research directions. We also provide a concise yet comprehensive perspective on the methodology considerations. Therefore, we believe this chapter will provide scholars with a strong foundation and a guiding agenda for future brand architecture research.
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