Association between Brand Architecture and Brand Concept-An Exploration Based on Primary Survey

Abstract

This paper explores the linkage between brand concepts (functional, experiential, symbolic and relational) and brand architecture typologies (product, dual and corporate) considering popular and successful consumer brands marketed in India. This study in fact draws upon an earlier conceptual paper, which recommended a framework of strong relationships between brand concepts and brand architectures based on anecdotal evidence of prominent examples. But this framework had not been empirically tested out through analysis using a large sample from actual industry practice. Observation of data gathered in the present study (including through consumer survey) indicates that the relationships between brand architectures and brand concepts are in partial alignment with the framework proposed in the earlier study. The deviations are mainly due to various other factors which also influence the brand architectures of companies. Further research could also suggest some modifications to the BASE model itself, to suit specific contexts.