Structural approaches to brand content: principles, advantages and disadvantages
The article analyzes and systematizes the approaches to identifying the brand structure existing in marketing literature. Brand structure is considered at two levels: within the brand portfolio and within the detailed consideration of the elements, concepts and categories that make up the brand. The article discusses the advantages and disadvantages of each of the approaches to defining the brand structure at each level. Also, the author has developed and presented a diagram that reflects the overall structure of the brand at all its levels.