Brand structure refers to the organization and hierarchy of a company’s brands. This includes the relationship between a company’s corporate brand and its individual product brands, as well as how those brands are positioned in the market. A well-structured brand portfolio can help a company to maximize its reach and appeal to different target audiences, while also creating brand equity and improving overall brand recognition. However, a poorly structured brand portfolio can lead to confusion among customers and dilution of brand value. Therefore, it is important for companies to carefully consider their brand structure and make strategic decisions to ensure a cohesive and effective brand portfolio.
