Computer Power Group (CPG), an Australian consulting, education and personnel placement firms in the IT industry, is considering brand architecture capable of structuring his eight branded business units. The Director-General Peter James especially curious about the corporate brand is necessary to unify the business. Extensive consumer research conducted to inform the branding initiative, understanding the value of each of the sub-brands in the minds of key stakeholders. Architecture needs to take account not only the brand meanings and associations, but market indicators and strategic brand management issues, as well. In the process of merging with the U.S., the technology further complicates the problem. "Hide
by Susan Fournier, Andrea Wojnicki Source: Harvard Business School 24 pages. Publication Date: April 20, 2000. Prod. #: 500060-PDF-ENG
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