Managing Brands, Part 2: Defining Brand Attributes, Crafting Brand Architecture, and Managing Brands over Time

This episode dives deeper into brand design and portfolio management. It examines brand identifiers (name, logo, motto, characters, soundmarks, product design, packaging) and associations that shape brand meaning in customers’ minds. The discussion extends to branding strategies—umbrella branding, house-of-brands, and cobranding (internal and external)—highlighting their advantages, risks, and examples. Listeners also learn how brands evolve over time through extensions, repositioning, and realignment to stay relevant.