This assignment is a comprehensive exploration of brand architecture and identity development. It begins with an overview of branding strategies, discussing the importance of brand identity, brand personality, and brand equity. The assignment then delves into brand architecture, explaining its types, benefits, and challenges. Case studies of successful brands, such as Virgin and M&S, are analyzed to demonstrate effective brand architecture and identity development in practice. Additionally, the assignment touches on key concepts in branding, including customer-based brand equity, brand meaning, and retro branding. Theories from renowned authors, such as Kapferer and Keller, are also discussed. This assignment provides a detailed understanding of brand architecture and identity development, making it an invaluable resource for students and professionals alike.
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