The case describes the hospitality brand Azulik which offers a unique luxury experience based on a set of contemporary values that resonate with the most demanding international consumers: connecting to art, nature and local communities. In the process of building the resort, a series of brands were created to fill the various needs of the guests staying at Azulik—restaurants, bar, spa, shops, museum… Vadim Grigoryan, the marketing consultant to Azulik, has been tasked to bring order to the portfolio of independent brands created, as managing the portfolio is expensive and inefficient, while at the same time failing to exploit the potential synergies that can be realized through a thoughtful brand architecture to create a clear, differentiated, and powerful offering to customers. The case puts students/participants in Vadim’s shoes and requires them to decode the Azulik brand and articulate the key values underpinning the brand’s identity, decide what role each of the independent brands should play, and whether and how these independent brands need to be connected to the Azulik master brand. The case thus offers the opportunity to understand all the decisions necessary in creating a powerful brand architecture as well as the frameworks to do so.