The goal of this paper is to determine the role of a product architecture model to support communication and to form the basis for developing and maintaining information of product structures in a PLM system. This paper contains descriptions of a modelling tool to represent a product architecture in a company to support the development of a family of products, as well as the reasons leading to the use of the specific model and its terminology. The fundamental idea for using the architecture model is that an improved understanding of the whole product system, will lead to better decision making. Moreover, it is discussed how the sometimes intangible elements and phenomena within an architecture model can be visually modeled in order to form the basis for a data model in a PLM system.