How to understand the model

Begin in the left down corner, by pointing out the nature of your brand and follow the arrows clockwise, until you end up in the top right corner, in where you can see what kind of relationship your brand is capable of beginning with its subcultures. Remember, all the way around the model, you have to stay inside the same level of the circle you began in (consolidated brand, non-consolidated brand, or upcoming brand).

By doing this, you can see how your Organization is managed, and move further on, to realize what kind of branding theorist your companys strategic brand management is influenced by, and in the end you can read what kind of relationship with subcultures your brand is capable of, in its present state.

Our point is that you can always change the state of the relationship with subcultures your brand is in, but only by modifying the way your brand strategy is performed, if not with your present cash-cow brand, then by separating a department which role is to act like one of the other brand situations.