To cope with these pressures and co

To cope with these pressures and complexities, brand managers have had to create and manage brand teams that are often intricate and complex, involv- ing multiple brands, aggressive brand extensions, and complex structures involv- ing subbrands and endorsed brands. This set of challenges has created a new discipline that can be labeled "brand architecture" because it deals with relation- ships and structures not unlike those facing an architect who must design the structure and layout of rooms, buildings, and cities. A coherent brand architec- ture can lead to impact, clarity, synergy, and leverage rather than market weak- ness, confusion, waste, and missed opportunities.