Brand architecture shift and corporate brand equity: An exploratory study

The aim of this research is to explore the effect of a shift in brand architecture strategy on corporate brand equity. The change is from a house of brands to a branded house approach in which the corporate brand is prominent. The study proposes two alternative approaches in order to explore how consumers build the corporate brand equity from single product brand equities in the portfolio: (i) the dilution process or (ii) the bookkeeping/subtyping cognitive process.