Brand Architecture
Brand Architecture (or Nomenclature) is the categorization of ways the AAA masterbrand may be used.
Earlier consumer research revealed that the only aspect of the AAA identity system remembered during unaided and aided recall was the masterbrand. The text we attach to the masterbrand in our communication pieces is not remembered or relevant to the consumer -they only remember the masterbrand.
Keeping this in mind, the masterbrand should always maintain the highest level of visibility. In general, this means if adding a descriptor to the masterbrand requires the reduction of the masterbrand, it is best to eliminate the descriptor and allow maximum size for the masterbrand.
Use of business line descriptors are meaningless to consumers - avoid use in all member communications; use strong headlines instead. Department names should never appear in the descriptor area of consumer communication.
Use both the AAA Online Brand Decision Tool and the Brand Architecture Guidelines above when involved in a decision process for adding new products and positioning them with the masterbrand.
Both tools are endorsed by the AAA Board of Directors.