corporate endorsement Those strategic business units of which Ayala considers itself the “natural owner” as a result of Ayala’s key management role may make use of the approved endorsement lines. There are two: Corporate Endorsement A member of the Ayala group of companies Corporate endorsement should be featured on corporate stationery. An example is covered in the Brand Applications section. marketing endorsement Marketing Endorsement Pioneering the future with Ayala Marketing endorsement may be used on marketing communication materials such as business profiles, annual reports, new releases, web sites (under the corporate profile section) Permission to use corporate and marketing endorsement lines should be obtained from the Management of Stakeholder Relations.   what is brand architecture? Brand architecture gives structure to and communicates the relationships between an organization as a whole, its divisons, business units, joint ventures, as well as its products and services, all with the objective of 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. For instance, is Ayala Infrastructure Ventures under Ayala or Ayala Land? 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