Brand Architecture: Build a Clear Brand Portfolio

This course contains the use of artificial intelligence.

Your product portfolio makes sense to your team. A new customer has to ask how all the names fit together. What would make that decision easier for them?

I’m Dr. Law Payne. My bachelor’s degree in Business Administration and Marketing shapes how I approach these decisions. I designed this course for brand managers, marketers, consultants and business owners who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to compare branded house, endorsed brand and portfolio structures. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a brand architecture map with naming roles, endorsement rules and a migration plan Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.