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Brand Architecture What is brand architecture? Brand architecture gives structure to and communicates the relationships between an organization as a whole and its divisons, business units, joint ventures, as well as its products and services, all with the objective of creating brand value. It is essentially a family tree. It is designed around the needs and interests of external audiences rather than internal ones. When is it an issue? Brand architecture is an issue when there is a profileration of brands/products using the brand indiscriminately. In the case of Ayala, the Ayala name has been used as a name for subsidiaries within the strategic business units. In some cases it is used to name products and services of its subsidiaries. While this has added value to its businesses, this makes unclear the relationship between the strategic business units and Ayala. Keeping close connections There has clearly been great advantage in "going to market" carrying the Ayala name, be it for a new enterprise or initiative - because of the trust factor that has been built into the name. However, rather than using Ayala as a primary brand name in the future, the use of an endorsement line is now the preferred means of maintaining the important link and connection with Ayala. Our preferred brand name Ayala Corporation will now be known simply as Ayala. However, use of the acronym "AC" may be used internally. Furthermore, the singular word "Ayala" is reserved for the corporate brand of the parent company. All companies that come under the management/ownership of Ayala Land operations, and not Ayala. Ayala Land is a strong, well-known, stand-alone brand in real estate. As such its own units, subsidiaries and market offerings should be clearly associated with the Ayala Land brand, and not Ayala – the corporate brand. Ayala and Ayala Foundation In developing our brand architecture, we have purposefully tied Ayala with Ayala Foundation, the non-profit side of our business activities. The reason for this closer relationship is to demonstrate Ayala as a holistic organization that thinks with its head and acts with its heart. The strategic business units are our outstretched arms "pioneering the future" with Ayala, building market-leading enterprises in their respective industry sectors. Ayala brand architecture
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