Chapter 7: Managing Brand Growth
Aaker, D. A., & Joachimsthaler, E. (2000). The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge. California Management Review, 42(4), 8–23.
Seminal article identifying brand architecture spectrum
Loken, B., & John, D. R. (1993). Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? Journal of Marketing, 57(3), 71–84.
Examination of how extensions work and their downsides
Muzellec, L., & Lambkin, M. C. (2009). Corporate branding and brand architecture: a conceptual framework. Marketing Theory, 9(1), 39–54.
Alternative approach to brand architecture for branded houses
Spiggle, S., Nguyen, H. T., & Caravella, M. (2012). More than Fit: Brand Extension Authenticity. Journal of Marketing Research, 49(6), 967–983.
Brand extension authenticity idea