What Is Range Architecture: How to Evaluate Your Current Architecture or Plan for Adjustments

The course starts with a basic understanding of the concept of range architecture and clarifies the differences with brand and communication architecture.

We then set the role of range architecture in the context of marketing activities and discuss its implications.

In order to learn about our range architecture we look at it from a brand perspective and from consumers’ perspective and we introduce the concept of segmentation.

Once we got the basics we discuss a framework to evaluate and optimise our range architecture.