Brand architecture

Member lesson

Architecture after an acquisition

Lesson 5 of 10 in Brand architecture.

Lesson

An acquisition arrives with a brand attached, and the new owner has to decide what to do with it. Absorb it immediately, endorse it for a while, or leave it alone. The decision is frequently made by whoever is enthusiastic rather than by evidence.

A researcher kneels by a shelf listening to three shoppers holding bird-emblem packs while a painter on a ladder waits beside the shop's bird sign with a pot of paint and a square stencil.
In a newly bought shop, a researcher listens to customers while a painter waits to cover the old sign. What buyers already know about a name should decide what happens to it.
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  1. Question 1, locked

    Which of these words means this? “A brand bought along with a company. Usually carries real equity.”

    • Acquired brand
    • Org chart trap
    • Brand architecture
    • Portfolio
  2. Question 2, locked

    Which of these words means this? “Bringing it into the parent's system. Fast, slow, or never.”

    • Residual equity
    • Integration
    • Defensive registration
    • Architecture diagram
  3. Question 3, locked

    Which of these words means this? “Finding out what the acquired brand is actually worth to customers.”

    • Cannibalisation
    • Equity audit
    • Fighter brand
    • Sunset plan

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