Brand Architecture should be more than just ‘tidying the house’ and forcing compliance, but building a greater understanding of organisational strengths and creating clarity in the relationships of the company and its component parts.



The challenge in developing a brand architecture is finding a solution which:

  1. Reflects the overall strategic direction of the organization
  2. Guides future decisions on brand development and nomenclature
  3. Clarifies the relationships between the main brand and its sub-brands 
  4. Helps foster a unified organisational culture 


At Activiste, we have seen how Brand Architecture linked to visioning and positioning, can unlock value in an organisation.

Coupled with a decision-making framework for the brand architecture, it becomes a corporate management tool which enables companies to grow and expand, without diluting brand equity.

Helping GLH to group and differentiate its portfolio of hotel brands targeting different segments

Learn more about our work on glh

The new Metropolitan corporate identity served as an opportunity to rationalize the various programme brands to support its "youth-oriented" cause. 

Learn more about our work on MYMCA