Section 00
Introduction
Foreword
How To Use This Book
Starting With a Shared Vocabulary
Section 01
Brand Architecture
What is Brand Architecture
The Role of the Parent Brand in Brand Architecture
Beverage Brand Architecture Continuum
Beverage Extension Assessment Tool (B.E.A.T.)
Section 02
Branded House
Branded House
Brand Extensions
On a Deadline?
Line Extensions
Section 03
Sub / Endorsed Brands
Sub / Endorsed Brands (Overview)
Sub Brands
Brand Extensions vs. Sub Brands
Endorsed Brands
Section 04
House of Brands
House of Brands
Shadow Endorsements
Section 05
Conclusion
Hybrid Brand Architecture
Branded House