Brand architecture

Member lesson

Retiring a brand

Lesson 9 of 10 in Brand architecture.

Lesson

Brands are retired for good reasons and bad ones. Good: the category has gone, the name is damaged, or the portfolio genuinely has too many. Bad: a new executive wants a simpler chart.

An ink drawing of a shop worker placing an old circle-mark sign, a pattern sample, a guideline booklet and sample packs into an archive box, with near-empty shelves and a thank-you poster in the window.
Retiring a brand well means saying goodbye and boxing up its records.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “How and over what period it ends. Written, and communicated.”

    • Sunset plan
    • Org chart trap
    • Brand architecture
    • Portfolio
  2. Question 2, locked

    Which of these words means this? “What the name is still worth after it stops being used.”

    • Sub-brand
    • Hybrid
    • Halo and contagion
    • Residual equity
  3. Question 3, locked

    Which of these words means this? “Keeping the trademark so nobody else takes it.”

    • Brand architecture
    • Defensive registration
    • Portfolio
    • Master brand

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