ABSTRACT
In the previous chapter we presented a model that you can use to map the corporate identity of your organization. Alongside this information about corporate identity, you will also have to take the organization’s other brands into account. When an organization has two brands in the same market, for example, the positioning of one brand has to be geared to the positioning of the other. Tackling these issues comes under the realm of brand architecture, which, together with corporate identity, makes up the internal analysis within a positioning process. Figure 3.1 presents brand architecture in the BTC model as an additional outer layer around the brand that is being positioned. Brand Architecture as Part of the Internal Analysis in the Positioning Process https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203802489/52bc2bf3-7fed-4ce7-8127-4f7b02a17bfb/content/fig3_1_B.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>
