How is brand architecture best defined?

Brand architecture refers to the structured framework of how a company’s brands relate to and support each other within its portfolio. It encompasses the relationships between a company's various brands and sub-brands and helps in organizing brand strategy to maximize clarity, efficiency, and cohesion.

While not all aspects of brand architecture can be narrowed down solely to a marketing plan, customer engagement, or pricing strategies, it certainly relates to each of these elements. A marketing plan outlines how brands communicate with consumers, which is essential for effective brand architecture. Pricing strategies influence a brand’s positioning and perception, impacting brand equity and consumer relationships. Customer engagement reflects how well a brand connects and builds relationships with its audience, which is vital for a cohesive brand structure.

By integrating all these elements, the correct answer captures the comprehensive nature of brand architecture, acknowledging that it is influenced by and encompasses various aspects of marketing and brand strategy, rather than being limited to a single dimension.