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Interbrand’s explanation of brand architecture is: “The way an organization structures and names the brands within its portfolio.” The firm adds that: “There are three main types of brand architecture system:

1. Monolithic, where the corporate name is used on all products and services offered by the company;
2. Endorsed, where all sub-brands are linked to the corporate brand by means of either a verbal or visual endorsement;
3. Freestanding, where the corporate brand operates merely as a holding company, and each product or service is individually branded for its target market.”

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