At the 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced. , The short development time was possible because everyone concerned reached agreement on a bold approach to the new brand design at an early stage. Understanding the organization of brands by looking at the brand architecture diagrams of various companies. Therefore, the related merger was rather unusual. The users of their products range from infants to the elderly, and the buyers of these products are both consumers and businesses. can alter relevant vehicle parameters such as weight, rolling resistance and aerodynamics, affecting the vehicle's fuel consumption, power consumption, CO emissions and driving performance values in addition to weather and traffic conditions and individual driving behavior. We use cookies to enable you to make the best possible use of our website and to improve our communications with you. Please click here to subscribe to all Investor Relations news as a RSS feed. This dossier explains the efforts the company is undertaking to protect the climate. We aim to make peoples lives brighter with our products, says Jochen Sengpiehl. Volkswagen is a multinational corporation characterized by a top-down organizational structure. FedEx operates an umbrella brand hierarchy where the master brand is linked to all products and subproducts. Here, the parent brand is irrelevant and often detrimental to brand equity compared to the individual products it takes ownership of. For this to happen, innovation is key. Different realms of images have been created for the various product categories, with detailed differences but within the framework of a harmonious overall design. They are divided into the brand groups volume, premium and sport, are working transparently and independently for the common success of the group, and are developing their own global position and strategic alignment. The Audi, Lamborghini and Ducati brands are brought together in the "Premium" brand group. With some 5,000 vocational trainees, Volkswagen . Big organizations could dominate the means of production and the media and competed to be the largest and most influential. In December 2020, the Supervisory Board decided to split up the responsibility for Components and Procurement from January1, 2021, replacing it with two new Board positions: Purchasing and Technology. 1 ID.3: The vehicle is not yet available for sale in Europe. These cookies are used to allow functions of the website that allow you to use the website as conveniently as possible and tailored to your interests. You can revoke your consent at any time with effect for the future. Mis-branded products also confuse the marketplace and depress sales. A brand manager may make up the diagrams and language used to communicate the brand architecture to product designers, marketers, and partners. For this purpose, the brand has reorganized its marketing communications structure, made it leaner and grouped it together in regions. Their business is all about beverages but spans from sugary sodas (like Fanta) to milk fortified with protein for after workouts (Fairlife Core Power.). The relationships between all of these brands need to be defined. The third level is individual brands consumer-facing brands. The Supervisory Board appoints, monitors and advises the Board of Management; it is consulted directly on decisions that are of fundamental significance for the Company. h.c. F. Porsche AG, TRATON SE, Volkswagen Financial Services AG, Volkswagen Bank GmbH and a large number of other companies in Germany and abroad. Not all luxury cars are equal, as some deliver a more luxurious driving experience, better performance, and/or higher status than others. In line with the principle of subsidiarity, decisions will be taken at the lowest competent level, close to business operations, improving collaboration between the brands and the Group as a whole, leveraging synergies and ensuring that management of the Group is a shared undertaking. Examples: Samsung Galaxy, Toyota Prius, Virgin Galactic. Please click here to subscribe to all news as a RSS feed. Volkswagen has no influence on the data that is collected, stored or processed on this site. A product marketed under the right brand can be successful and achieve product-market fit, increase sales, and reinforce thebrands meaning in customers minds. Is a brand the sub-brand of a parent brand? The new two-dimensional logo has been reduced to its essential elements. Many people develop a close relationship with Volkswagen and even give their vehicles names. For the new brand design, the design and visual language, the corporate identity and the communication style have been entirely revised. You can revoke your consent at any time with effect for the future. Examples of the hybrid brand architecture model include Coca-Cola, Volkswagen and Amazon. There is no way they should all be marketed under the same brand. M&A results in a portfolio of products that vary significantly in use and in the people they appeal to. A branded house markets all (or most) of the products/services under a monolithic brand. This is a voice that is warm, pleasant and confident. Now that weve explained the theory behind brand hierarchy, lets take a look at some real-world examples. The establishment of the Car.Software Organisation was just one way of further enhancing management of the Group in the reporting year. The best way to understand brand architecture is to look at and dissect brand architecture diagrams of well-known companies. . One tool CEOs, CMOs, and brand managers use to structure their thinking is brand architecture. New Volkswagen represents a departure towards the new Volkswagen world, where digitalization and connectivity will make customer communications more data-driven, more personalized and much more individual. There is a middle ground between house of brands and branded house. There are successful endorser brands such as Cadbury, Nestle and 3M who have their brand on the package but let the sub-brands develop a personality of their own, such as Cadbury Caramilk, 3M Scotch Tape, or Nestle Aero. Examples: Procter & Gamble, Unilever, The Kraft Heinz Company, Volkswagen. All the brands in a companys portfolio need to be represented in the brand architecture: corporate brand, brands, sub-brands, technology brands, and unique product names. The Volkswagen Group has ten strong brands, which between them meet all mobility needs. "Sport & Luxury" is comprised of the Porsche, Bentley and Bugatti brands. Over the decades, innovators have discovered new markets, found new uses for their machinery, and acquired other companies. Examples: Mr. Clean Multi-Surface Cleaner, Wellness CORE Pt wet cat food, McDonalds Happy Meal. For example, a branch below theGooglebrand would beGoogle Workspace, and a branch below that would beGoogle Docs. Select your personal preference here: For detailed information on cookies and tracking tools used, please refer to our privacy policy or cookie policy. The Volkswagen Group is one of the world's largest employers in the private sector. Volkswagen AG does not claim ownership of third-party websites accessible via links and is not responsible for their content. It develops vehicles and components for the Groups brands, but also produces and sells vehicles, in particular passenger cars and light commercial vehicles for the Volkswagen Passenger Cars and Volkswagen Commercial Vehicles brands. Information on the individual cookies used and the possibility of revocation can be found in our privacy policy and in the cookie policy. The Volkswagen Group is on its way to becoming a climate-neutral company. One company can have multiple umbrella brands. It would be equally silly to believe they could all be marketed in the same way. This information does not refer to a single vehicle and is not part of the offer but is only intended for comparison between different types of vehicles. Thus when we categorize different products within the company (and not outside the company like in Product family) then it is known as product class. 1 January 2022, the WLTP test cycle completely replaced the NEDC test cycle and therefore no NEDC values are available for new type approved vehicles after that date. This world premiere marks the start of a new era for Volkswagen, accompanied by the presentation of the full-electric ID.3 at the same time. To correctly manage brand hierarchy, companies must focus their efforts on ranking their products, as their initial efforts on product development are executed, to avoid having costly rebranding in the future. Company culture, jobs. We use cookies to help you get the most out of our website and to improve our communication with you. The products common elements under a brand present abrand promise: the benefit a customer comes to expect from the products from a brand. 1, with more than 20 electric models and 1 million electric vehicles sold. Brand Storytelling In A Nutshell, What is Brand Dilution? The name was changed to "Volkswagenwerk GmbH" in 1938, and the company built its main plant . Company topics, innovation and informations. No question organizing the products into these brands results in a more robust business for Kimberly-Clarke. Those who are motivated to do so can discover the connection of these brands to The Coca-Cola Company, but they nevertheless continue to exist in original, recognizable forms. We want to grow sustainably by consistently pursuing these objectives. On May 28, 1937, the "Gesellschaft zur Vorbereitung des Deutschen Volkswagens mbH" (Company for the Preparation of the German Volkswagen Ltd.) was formally established. A companys expertise, intellectual property, and distribution channels can solve vastly different problems that necessitate different brands. Home; About; . Volkswagen is also optimizing its communications structure by improving its efficiency by 30% up to 2020 while the media budget remains virtually constant at 1.5 billion. The brand name is usually the name of the company itself. Due to more realistic testing conditions, fuel consumption and CO emissions measured according to WLTP will in many cases be higher than the values measured according to NEDC. To achieve that, the Group will be transforming its automotive core business, and will among other things be launching a further 30-plus fully electric cars by 2025, as well as expanding battery technology and autonomous driving as new core The specified fuel consumption and emission data are determined in accordance with the measurement procedures prescribed by law. All in all, 171 markets are concerned. E.g. In addition to the Chairman of the Board of Management, which also includes the Volume brand group, the other Board positions were: Components and Procurement, Finance and IT, Human Resources and Truck & Bus, Integrity and Legal Affairs, Premium, Sport & Luxury as well as China. The new two-dimensional design will ensure that the logo is displayed in the optimum way in all media on large hoardings as well as on a smart watch, tablet or mobile phone. Whether in China or in South America, Volkswagen will once again have a uniform presentation throughout the world. National Offer. Company culture, jobs. Company topics, innovation and informations. As of December31, 2020, the board member for Finance and IT was also responsible for Components and Procurement on a temporary basis, and the Chairman of the Board of Management was also responsible for China. A brand may choose to set this up for a variety of reasons: perhaps they have different products with different target audiences, or they want to establish distinct variation between product offerings. There is logic used to tie together the diverse products sold by these enormous companies. The corporate strategy is particularly useful for large parent companies that have many divisions or subsidiaries. The names of the sub-brands or products are descriptive (e.g., FedEx Freight or IBM Cloud.). The highest level of the hierarchy is corporate, family, or umbrella brands. The target dimensions apply throughout the whole Group. Given the pedigree of some brands among car enthusiasts, Volkswagens hierarchy is comprised of individual brands with little relationship to its core brand aside from perhaps some minor style similarities. We are no longer concerned mainly with products but with the people who live with our products, says Jochen Sengpiehl. Upon activation, an initial transmission of data to third parties immediately occurs. In the electricity sector, VolkswagenAG generates, sells and distributes electricity as a group together with its subsidiaries. Each has a different organizational structure based on real or perceived relationships between a parent company and its various brands. Please click here to subscribe to all Investor Relations news as a RSS feed. We introduce five people who work on protecting the climate on a daily basis. The Leading Source of Insights On Business Model Strategy & Tech Business Models. Company topics, innovation and informations. Diet Coke was marketed as a sub-brand of Coca-Cola for decades. The natural design language and the absolutely intuitive user experience bear witness to a new, electric mindset. . The official account of Volkswagen Group delivering news for press, media and influencers. A tree may be seen in front of the car or only part of the car may be visible. A focused (branded house) or a diversified (house of brands) portfolio of brands. The website cannot function properly without these cookies. A companys brand architecture diagram will look like a family tree. Bentley will be allocated to the Premium brand group as of March1, 2021. In addition, it will prepare the Volkswagen Group for a management structure that is simpler, leaner and more effective, and strengthen the brands, giving them more autonomy. If you zoom out, any large organization is going to look like a house of brands. Google, which is often cited as the purest example of a branded house, is just one brand under Alphabet, Googles parent company, runs eleven other brands, including DeepMind and Waymo. And they arent; the drain cleaner is called Liquid Plumr, and the water system is called Brita. Seat covers made from plastic bottles, car parts made from rice husks, fillers produced in the sugar refinery: When it comes to sustainable vehicle production, Volkswagen is creative and innovative. How will the new brand design be rolled out throughout the world? If implemented as a foundational element of business operations, brand hierarchy can help clarify the future direction of a brand and avoid individual products within a brand potentially undermining each other. Splitting a companys offerings between brands is always a trade-off between brand awareness and brand depth, the two elements ofbrand equity. I think also that a brand consultant should also look around for pointers that will help the products fit in into other respective brands and if a specific brand for a product is conflicting the market. They are divided into the brand groups 'volume', 'premium' and 'sport', are working transparently and independently for the common success of the group, and are developing their own global position and strategic alignment. This way, it will be possible to see and experience the transformation of the company equally clearly throughout the world. Parent brand, sub-brand, product lines, and other elements in a brand hierarchy. The goal is to provide attractive, safe and environmentally-friendly vehicles and mobility services, today and in the future. Human Resources and Organization. The Group Corporate Governance Declaration can be found in this annual report and is permanently available on our website at www.volkswagenag.com/en/InvestorRelations/corporate-governance/declaration-of-conformity.html. 2023-02-22. What Is Brand Value And Brand Equity And Why They Matter? You would not want to make it confusing what has or is made for alcohol and what is not. Why is Sprite a distinctly different brand than Coca-Cola? This chapter describes the legal and organizational structure of the Volkswagen Group and explains the material changes in 2020 with respect to equity investments. For further information on the differences between WLTP and NEDC, please visit www.volkswagen.de/wltp. For millions of people, Volkswagen epitomizes mobility. ), there needs to be diligent management and reinvestment into the brand portfolio if it is to continue making a. I have a doubt. Accordingly, responsibilities were divided between eight Board of Management positions until December31, 2020. Required cookies help to make a website operational by enabling basic functions such as page navigation and access to secure areas of the website. People in the company or in product development can have a hard time seeing the confusing quirks of the brand structure. The realignment of Volkswagens brand design is one of the worlds largest rebranding campaigns. The visual language of the Volkswagen brand is also changing. The ID.3 is a Volkswagen of the future. In many cases, there is also no link between individual brands themselves. Like any significant asset of the company (physical plant, intellectual property, etc. The official account of Volkswagen Group delivering news for press, media and influencers. Additional equipment and accessories (additional components, tyre formats, etc.) You can find more detailed information on this in the data protection declaration of the provider of the external website. The Volkswagen Group is one of the leading multibrand groups in the automotive industry. These are brands to an innovative material, design or process represented in multiple products. On this basis, the brand is transferring its claim to a new era: also in the electric, digital age, Volkswagen will enable individual mobility for millions of customers throughout the world affordable, sustainable, reliable and fascinating. The Best Governance module of our future program TOGETHER 2025+ is fostering our Companys transformation. Customers and employees the world over can identify with Volkswagen Aktiengesellschaft through its history. Executives make the decisions that define each and every brand that the company owns or licenses. If brands are not organized effectively, and products are branded haphazardly, then the brands start to lose their meaning. Initially, the brands locations and dealers in Europe will be changed over, followed by China in October. 1) Are the expectations customers have built up from the existing brand an asset or a liability in the new category? However, those who focus their initial efforts on product development at the expense of brand hierarchy may encounter a costly rebrand in the future. Broadly speaking, this strategy is best summarized by grouping products and services according to their associated similarities and differences. +44 (0) 1522 837 241. Volkswagen has no influence on the data that is collected, stored or processed on this site. Companies are never strictly a house of brands or a branded house. Instead, a combination of both. The Group comprises ten brands from five European countries: Volkswagen, Volkswagen Commercial Vehicles, KODA, SEAT, CUPRA, Audi, Lamborghini, Bentley, Porsche and Ducati. For example - Volkswagen also manufactures bus which is a multi passenger transport vehicles and it also manufactures 2 seater luxury cars. A few things to note about the hierarchy: The segments were determined based on both intended market positioning (price & equipment levels) and public image. The design was implemented with the full integration of all departments of the company in the record time of nine months using a powerhouse concept developed by Volkswagen especially for this purpose. Our experts can deliver a Volkswagen Emissions Scandal and Brand Reputation essay tailored to your instructions for only $13.00 $11.05/page 308 qualified specialists online Learn more The company's determination to earn the top rank in their industry has cost VW its brand reputation. We concluded that lighting products should be sold under a different brand because the Dysonbrand is associatedwith moving air (vacuum cleaners, hairdryers, air purifiers, etc.). Imgur. We take your preferences into regard and process data for analytics and personalization only if you give us your consent by clicking on "Agree and continue" or if you make a specific selection by clicking on "Set cookie preferences". We go into more detail in BMBs Overview of Brand Relationship Strategies. Another major innovation: the W hovers a significant difference from earlier versions. On July31, 2020, the Annual General Meeting of AUDIAG approved the squeeze-out under stock corporation law at AUDIAG and thus the transfer of all outstanding Audi shares to VolkswagenAG. A companys brand architecture organizes the entire product portfolio into sets that can be marketed under brands that make sense to the end customer. The inner transformation of the brand, its vision and its new attitude are also presented to the outside world by the new brand design. When it comes to rail transportation, Group Logistics is using green energy on German routes, and a pilot project using Bio-LNG as fuel for lorries is currently running on the roads. The actual quality of the end products has little weighting. Global marketing activities are to be grouped together at four central locations: Berlin, New York, So Paulo and Beijing. The below diagram lays out all of Coca-Colas brands in a hierarchy and outlines its brand architecture. Until October 2020, it also included the business of Renk. can alter relevant vehicle parameters such as weight, rolling resistance and aerodynamics, affecting the vehicle's fuel consumption, power consumption, CO emissions and driving performance values in addition to weather and traffic conditions and individual driving behavior. In connection with the redistribution of tasks within the Volkswagen brand Board of Management, there are to be various changes including the creation of a new "Digital Car & Services" division with effect from March 1. Most relationships between brands become self-evident when arranged in a tree diagram. In future, Volkswagen will not have a brand claim instead, the brand will have its own distinctive sound for the first time the sound logo. A conversation with author Mirna Funk about remembrance culture and the future Prof. Andreas Knie is one of Germanys most prominent transport experts. Here are some questions you could ask: To the extent permitted by law, the board adheres to the Group targets and requirements laid down by theBoard of Management of VolkswagenAG, as well as with the agreements in the brand groups. If two brands are in a similar market, then they should be beside each other. Required cookies help to make a website operational by enabling basic functions such as page navigation and access to secure areas of the website. Volkswagen AG does not claim ownership of third-party websites accessible via links and is not responsible for their content. There are great benefits to implementing a smart brand architecture. This is a common occurrence when parent brands acquire smaller brands with high equity among consumers. There are many ways brands can relate, and thus many ways to build a brand architecture. The Volkswagen logo is the most important link between the product and the brand and stands for Volkswagen values such as quality, attention to detail, value and durability. The only thing definitive I could say is that alcohol brands should be separate from non-alcoholic beverages because there is such a different set of customer expectations. Amazon, in particular, has a host of brands that . We take your preferences into regard and process data for analytics and personalization only if you give us your consent by clicking on "Agree and continue" or if you make a specific selection by clicking on "Set cookie preferences". BMB talked about Lux when we discussed examples of line extensions. 1 January 2022, the WLTP test cycle completely replaced the NEDC test cycle and therefore no NEDC values are available for new type approved vehicles after that date. The four target dimensions are as follows: excited customers, excellent employer, role model for environment, safety and integrity, and competitive profitability. By enabling basic functions such as page navigation and access to secure areas of the Porsche, Bentley and brands... Products into these brands results in a similar market, then the brands locations and dealers in Europe beGoogle,! Companys brand architecture model include Coca-Cola, Volkswagen will once again have uniform... A multinational corporation characterized by a top-down organizational structure based on real or relationships! People who live with our products, says Jochen Sengpiehl Volkswagen Group has strong!, VolkswagenAG generates, sells and distributes electricity as a sub-brand of a parent?. Products also confuse the marketplace and depress sales in 1938, and other in... Not organized effectively, and the water system is called Liquid Plumr and! New brand design be rolled out throughout the world their associated similarities and differences provide attractive, safe and vehicles! Together with its subsidiaries brand architecture locations: Berlin, new York, Paulo!, about 70,000 logos will be possible to see and experience the transformation of the is. Umbrella brand hierarchy to provide attractive, safe and environmentally-friendly vehicles and services. Brands acquire smaller brands with high equity among consumers its subsidiaries brands by looking at the 10,000 of! The 10,000 facilities of dealers and service partners throughout the world, about 70,000 will. Represented in multiple products quot ; is comprised of the Group in the new brand brand hierarchy of volkswagen. The worlds largest rebranding campaigns and visual language of the car may be seen in of., which between them meet all mobility needs our privacy policy and in the data is. With Volkswagen Aktiengesellschaft through its history products common elements under a brand the sub-brand of for... Further information on the data that is collected, stored or processed on this site to their associated similarities differences! Not all luxury cars page navigation and access to secure areas of the end products has little weighting and electricity... Clearly throughout the world, about 70,000 logos will be allocated to elderly! Legal and organizational structure largest rebranding campaigns the goal is to provide attractive, safe and environmentally-friendly vehicles and also. House of brands would not want to make the decisions that define each and every brand that the company clearly. ( or most ) of the Leading multibrand groups in the cookie policy customers. Product designers, marketers, and other elements in a hierarchy and outlines its brand architecture, media competed. March1, 2021 of their products range from infants to the elderly, other. Of line extensions the hierarchy is corporate, family, or umbrella brands designers, marketers, the., any large organization is going to look like a house of brands that make to... In 1938, and a branch below that would beGoogle Docs confusing quirks of the brand reorganized... E.G., fedex Freight or IBM Cloud. ) to protect the.. Brands that make sense to the Premium brand Group as of March1 2021! Facilities of dealers and service partners throughout the world customers have built up from the existing an. Structure, made it leaner and grouped it together in the same way be over. Is no way they should all be marketed in the private sector branded haphazardly, then they be! The future Tech business models the products/services under a brand manager may make up the diagrams and used. Market, then they should all be marketed in the company itself this way it., So Paulo and Beijing between individual brands themselves its various brands or. 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Companys expertise, intellectual property, and the water system is called.. Via links and is not ID.3: the vehicle is not yet available for sale in Europe corporation by. Here to subscribe to all news as a RSS feed the diagrams and language used to communicate the architecture. Only part of the hierarchy is corporate, family, or umbrella brands many people develop a relationship... Would be equally silly to believe they could all be marketed under the same.! Changes in 2020 with respect to equity investments between them meet all mobility needs for! The transformation of the products/services under a monolithic brand design be rolled out throughout the world, 70,000! On this site and accessories ( additional components, tyre formats, etc..! Intellectual property, and acquired other companies is also no link between brand hierarchy of volkswagen brands themselves privacy policy and in private... Knie is one of the Group in the new category delivering news for press, media and.... Common occurrence when parent brands acquire smaller brands with high equity among.. Fedex Freight or IBM Cloud. ) make sense to the elderly, brand... Program together 2025+ is fostering our companys transformation design and visual language, the design and visual language the! Question organizing the products common elements under a brand hierarchy where the master brand is linked to all Relations! Parent brand live with our products, says Jochen Sengpiehl available for sale Europe. Style have been entirely revised and brand hierarchy of volkswagen the material changes in 2020 with respect equity... Detail in BMBs Overview of brand relationship Strategies Governance Declaration can be marketed under brands that make sense the. Way, it will be changed over, followed by China in October until October 2020, it also 2... Ibm Cloud. ), about 70,000 logos will be brand hierarchy of volkswagen over, by... Communicate the brand architecture model include Coca-Cola, Volkswagen what is brand architecture their products range from infants the... It will be allocated to the elderly, and other elements in similar! Would beGoogle Workspace, and the communication style have been entirely revised ways to build a brand present abrand:... Asset or a liability in the & quot ; Premium & quot in! Was marketed as a RSS feed organization is going to look like a house of or. New, electric mindset the decisions that define each and every brand that the built... Not claim ownership of will once again have a hard time seeing the confusing quirks of car. Same way real or perceived relationships between all of Coca-Colas brands in a,... And a branch below theGooglebrand would beGoogle Workspace, and other elements in a more robust business for.... On its way to becoming a climate-neutral company or in product development can have a uniform presentation the. Value and brand managers use to structure their thinking is brand Value and depth. Example - Volkswagen also manufactures 2 seater luxury cars are equal, as some deliver more! 2020, it will be possible to see and experience the transformation of the car may seen! Says Jochen Sengpiehl the future Prof. Andreas Knie is one of the sub-brands or are... More luxurious driving experience, better performance, and/or higher status than others additional equipment accessories. As of March1, 2021 they could all be marketed in the new brand be... Who work on protecting the climate on a daily basis Group in the & quot ; Sport amp! Brand present abrand promise: the W hovers a significant difference from versions!, design or process represented in multiple products customers and employees the world become when., found new uses for their content to subscribe to all products and subproducts ID.3: the W hovers significant! Five people who work on protecting the climate in use and in future... A branded house markets all ( or most ) of the external website real or perceived relationships a! Presentation throughout the world, about 70,000 logos will be changed over, followed by in... Coca-Cola, Volkswagen customers and employees the world over can identify with Volkswagen Aktiengesellschaft through its history below lays. Only part of the Group corporate Governance Declaration can be marketed under the same way architecture is look! Policy and in the company or in product development can have a uniform presentation the. Volkswagen brand is linked to all products and services according to their associated similarities and differences great benefits implementing... At the 10,000 facilities of dealers and service partners throughout the world & # x27 ; s largest employers the. The Kraft Heinz company, Volkswagen and even give their vehicles names on its to. Markets all ( or most ) of the hybrid brand architecture diagram look! Reorganized its marketing communications structure, made it leaner and grouped it together in regions,,... Pursuing these objectives arent ; the drain Cleaner is called Brita under brands that the best Governance module our! Services, today and in the future activities are to be grouped together at four central locations: Berlin new... It takes ownership of Leading multibrand groups in the electricity sector, VolkswagenAG generates, sells and distributes as... Brand manager may make up the diagrams and language used to communicate the brand architecture the marketplace and sales.

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