Brand architecture
From Wikipedia, the free encyclopedia
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.

http://en.wikipedia.org/wiki/Brand_architecture

Brand Positioning - Definition and Concept
www.managementstudyguide.com/brand-positioning.htmBrand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers .

http://www.managementstudyguide.com/brand-positioning.htm