How Brand Architecture Shapes Consumer Choice

Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity · Oct 21, 2026 · 11m · transcript

We break down the complex world of brand architecture using Procter and Gamble as our primary case study. With over two hundred brands under one roof, how does P&G prevent internal cannibalization while maximizing shelf space? We explore the three main models: monolithic, endorsed, and pluralistic. Lucas explains why most successful corporations are actually portfolios, not single identities, and Luna challenges the assumption that a strong master brand always adds value to every sub-brand. We also look at recent shifts in market strategy through October twenty twenty-six.

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