Brand architecture

The C|T Group provides a solid research on which to base branding and re-branding of a product, service or campaign. The brand architecture provides segmented qualitative and quantitative research to establish a platform for brand identity and public communications material.

An initial depth-interview, triads or focus group are conducted to explore, understand and uncover what the target group think and to start populating the brand map. A quantitative research is then conducted to confirm and validate the brand values, stories and pathways, through correlation, clustered linkages and/or regression.

Brand architecture varies by the nature of the context and the state of brand development, but generally it relies on identifying the most immediate personal consequence (physical or emotional) of the chosen context.

Attaching the brand to the contextual framework involves identifying brand equities (either physical or emotional) that are aligned with compelling contextual benefits, linking aligned equities to other brand attributes (both physical and emotional) and similarly assessing competitors by the same criteria.

Once the context is chosen, the next step is to thoroughly understand that context so you can determine how to make your ‘brand’ fit in with the positive aspects of that context.