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