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Purpose
This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.


Design/methodology/approach
Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.


Findings
The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).


Research limitations/implications
Further research should aim at testing the proposed framework in different types of companies and countries.


Originality/value
This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.