Final answer:
The two key concepts in defining brand architecture are functional elements and physical building blocks. Brand architecture involves organizing and structuring a portfolio of brands to communicate their positioning and relationships. Functional elements encompass the different aspects of a brand, while physical building blocks represent its tangible elements.
Step-by-step explanation:
The two key concepts in defining brand architecture are functional elements and physical building blocks. Brand architecture refers to the hierarchical relationship between brands within a company or organization. It involves organizing and structuring a portfolio of brands to clearly communicate their positioning, differentiation, and relationships to consumers.
Functional elements refer to the different aspects and functions of a brand, such as its products, services, target audience, and core values. These functional elements help define the brand's identity and purpose.
Physical building blocks refer to the tangible elements that represent the brand, such as its logo, visual identity system, packaging, and other design elements. These building blocks contribute to the brand's visual and sensory identity and play a role in shaping consumer perception and recognition.