House of brands architecture In a house of brand architecture, each sub-brand is independent and has its own distinct identity. In the past, Nestlé had a house of brands architecture where each of their products had a separate brand identity. A model of brand architecture choice: a house of brands vs. 1. Oftentimes, the house brands are designed to target different audience segments to maximize reach and revenue. When talking about brand architecture, we cannot fail to mention David Aaker, a branding legend who has written more about brand architecture than anyone and has come up with a model for evaluating brand equity, the Aaker Model. It is usually used by a corporation that cover multiple Building a victorious house of brands may sound like a good idea, but executing it takes time. The two most common types are: “Branded house” architecture – employs a single (master) brand to span a series of offerings that may operate with descriptive sub‐brand names and “House of brands” architecture – each brand is stand‐alone; the sum of performance of the independent brands is greater than they would be if under a There are very, very, very few mature brand portfolios that exclusively employ any one of these strategies or substrategies. Branded House 架构模型由主品牌和所有使用相同名称但带有修饰符或描述的附加子品牌组成。 Branded House 模式适用于已获得一定权威并拥有忠实追随者的品牌。 客户很容易接受新添加的内容，因为子品牌可以利用已建立的名牌。 这种模型也被称为雨伞。 认可和混合 House of Brands คือ การที่บริษัทโฟกัสหรือให้ความสำคัญไปที่แบรนด์รอง หรือแบรนด์สินค้าต่างๆ ซึ่งต่างกับ Branded House โดย House of Brands โดยจะมีอิสระจากกันในการทำ This research investigates a multiproduct firm’s decision of whether to use the same brand or different brands in different product markets, and in particular how this decision depends on the relat 3. Within the house of brands brand architecture model, an entity possesses a portfolio of unique brands beneath a parent brand, which may or may not be known by the public. Unilever: House of Brands Approach. We take a closer look. House of Brands (Ngôi nhà chung của các thương hiệu) Khái niệm . Dove, Axe, Hellman’s, Suave, Ben & Jerry’s, and Q-tips are all part of its portfolio, but the Unilever parent House of brands. How does the house of brands model affect a business overall? Brand models must always follow or lead business strategies but must never be out of step with business strategies. 47 Pages Posted: 13 Feb 2018 Last revised: 28 Nov 2022. Develop a Clear Brand Architecture House of Brands: casa di marchi. House Of Under a house of brands, there are multiple brands that work independently of one another, are likely in different sectors, with varying audiences, products, and identities. They are designed to stand apart and be independent from the master brand or the other house brands. The House of Brands strategy, “involves an independent set of stand-alone brands, each maximizing the impact on a market. A house of brands may look similar to the branded house architecture, but in practice, it operates much differently. Several factors and considerations contribute to the success of this brand architecture: Strategy for Acquiring Brands and Portfolio. April Under a house of brands, there are multiple brands that work independently of one another, are likely in different sectors, with varying audiences, products, and identities. A house of brands separates the master brand from brand extensions, and detaches each extension. Unilever’s house of brands Sub-brands Architecture Case Study: Nestle. One of the first decisions you will have to make to build a successful, long-lasting brand is whether to pursue a branded house architecture or A branded house uses a single primary brand to span a set of offerings operating with descriptive subbrands. Major brands like Google and Apple are exemplary models of this style, wherein both have smaller sub-brands, but all are marketed and operated under the 3 Types of Brand Architecture. It reminds me of Game of Tìm hiểu cách thiết kế kiến trúc thương hiệu (brand architecture), liên hệ ví dụ cụ thể đa ngành. Uniliver is an example of a House of Brands, with many products such as Axe, Dove, House of Brands. The Unilever brand architecture. Managing multiple brands under one roof, a house of brands, is a challenging yet rewarding endeavor. They end every commercial the same way telling you that each product is part of a family of brands. In part 1, we covered the two extreme types of brand architecture—the branded house, which describes a company with many products and offerings under one masterbrand, and the house of brands, which describes a company that has varied products and In conclusion, Unilever’s brand architecture is best described as a “House of Brands” strategy. When thinking about adding a new brand or product, it is crucial to understand where it will sit within your organization. Unilever’s house of brands contains several different brands, including personal care brand Dove, food company Ben & Jerry’s, and In the house of brands architecture, each brand stands on its own. Healthcare Brands. The outward relationship between parent and Brand architecture is the way we organise, manage and go to market with brands. A house of brands strategy, or family branding, is when a corporate or umbrella brand is combined with specific product brands. Khi nhắc tới câu chuyên chiến lược cho brand architecture – cấu trúc thương hiệu, không thể không biết 2 mô hình cấu trúc của brand chính là: “branded house” và “house of brands”. Individual brands operate autonomously, managing their marketing activities using separate brand names, logos, and slogans. Though less common than the branded house strategy, many companies choose to use the house of brands method because their portfolio includes many diverse products or services. What other examples of brand extensions do you know of? House of Brands Figure 5. In the marketing field of brand management, brand architecture is the structure of brands within an organizational entity. A branded house. The house of brands architecture has a master brand that can have competing brands in the same segments. This model allows each sub-brand to have its own unique story and brand identity. Unilever provides a great example of the House of Brands architecture, where each brand within the portfolio operates independently with its own identity, positioning, and Lately, we’ve been digging deep with our clients (and here on our blog) into the basic tenets of brand building. P&G has brands from baby care to feminine care to home care. House of brands example: Unilever. The House of Brands. Brand architecture used to be neatly divided into two schools. The flexibility of multiple tiers of distinct hierarchies; Multiple hierarchies allows for varying levels of market-facing brands and sub-brands; Similar to a house of brands, a hybrid architecture offers the freedom to create This post is dedicated to the pre-design and design development phases of your brand architecture. House of brands, branded house (super confusing - yes), endorsed brands, and hybrid brands. In this architecture, sub-brands maintain Yu, J. The four basic strategies are: House of Brands, Endorsed Brands, Sub-brands and Branded house. If branded house architecture uses the parent brand for all products and services, house of brands architecture allows you to create individual branding for each product you offer. The endorsed model seems like a good middle ground yet isn’t the best for startups as it relies heavily on the master brand being a household name. It’s a brand architecture approach in which a company manages a portfolio of distinct brands, each with its own identity and A house of brands is the term given to a brand architecture strategy where the companies brands feel very different to each other (scroll down for examples!). They can help us decide how to arrange brands within one company, each in a very different The house of brands strategy allows companies to manage multiple distinct brands, catering to diverse market segments and customer needs. To help navigate that sometimes tricky decision, here’s a breakdown of each brand architecture type: House of Brands. Instead, each brand works independently — from how they operate to how they brand themselves. Il marchio si concentra nei marchi dei sottogruppi. According to J. Marketing Science, 40(1), 147-167. The Branded House: Like Virgin The first manifestation of brand architecture is the Branded House, exemplified perfectly by Virgin. (2021). Examples: Procter & Gamble, Unilever, The Kraft Heinz Company, Volkswagen. Take note of the distinction between sub-brand as a form of brand extension (as discussed in Chap. In the branded house model, the firm is Il existe principalement deux modèles d’architecture de marque : le ‘Branded House’ et le ‘House of Brands’. Unilever has a house of brands architecture with over 400 independent brands. It briefly introduces the evolution of the FedEx brand over decades and its brand integration from a house of brands to a brand house through acquisitions and realignments. In other words, you will have to define what type of brand architect A Branded House is the most common form of brand architecture. Hybrid Architecture Advantages. house of brands. Questa strategia è spesso adottata da grandi aziende con un portafoglio di prodotti e servizi diversificato. All resources are devoted to the same brand, rather than split between multiple teams for multiple brands. The house of brands structure is that like Proctor and Gamble (P&G) –– the corporation has multiple, distinct brands in different sectors. Advantages of Endorsed Brand Architecture. A house of brands is the term given to a brand architecture strategy where the companies brands feel very different to each other (scroll down for examples!). It helps structure a brand portfolio so that customers can easily tell which brands are affiliated and at what level. If you haven’t read our previous blogs about What is Brand Architecture & Its Examples, you can check it out to read about the basics, the benefits of having a brand architecture and more. In this type of brand architecture, there is a master brand that is often less well-known than its individual sub-brands. Here are some key strategies to help you manage multiple brands effectively: 1. See all articles by Jungju Yu Jungju Yu. This structure encourages creating and building independent sub-products and their brands, while the parent brand directs off-screen. Examples of a sub brands include: House of Brands. Companies that adopt the house of brands architecture can have multiple products (under one parent brand) competing with each other in the In conclusion, brand architecture is the relationship between a company’s products and brand extensions or sub-divisions. Sub-brands receive some parent brand support but remain autonomous. 4 types are the Branded House, House of Brands, Hybrid, and Endorsed. 4. Among other brand architecture concepts, Aaker differentiates between two significant FAQs about the house of brands. The downsides are the same as branded house above. In house of brands, the sub-brands under the parent brand do not share the same visual or verbal identity. For a growth-oriented professional services firm, taking a branded house rather than a house of brands approach is often a smarter brand strategy. Home Training Strategy Mini MBA Books Close Books Open Books. 10) and sub-brand as a type of brand architecture/brand relationship. Branded house. Branded House | Find, read and cite all the research you need on ResearchGate Branded house vs. Chaque modèle a ses propres caractéristiques, avantages et inconvénients. This architecture combines Branded House and House of Brands strategies. Think of it as the external face of our business strategy. By separating messaging, appearance, and positioning from the master brand, the sub-brands can shine independently. 3. It demands a strategic approach to ensure that each brand thrives without cannibalizing the others. B2B Brands. Brand architecture strategy will elevate your business, starting with decisions on the branded house or house of brands. House of Brands: This strategy allows for targeted marketing of individual brands, with each brand tailored to a specific audience segment. A House of Brands architecture, while more expensive to develop and maintain, allows each brand to stand alone and avoid negative press from related products. Skip to content. House of Brands. A branded house architecture combines several house brands under a single umbrella brand, leveraging the well-established master brand for its equity, awareness, and customer loyalty. A house of brands or a pluralistic brand architecture comprises many brands, each focused on its Usually, Google follows the branded house brand architecture strategy for its new offerings and prefixes G or Google before such extensions; examples being Gmail, Google Drive, Google Maps, Google +, etc. Challenges of a House of Brands. House of Brands In the realm of brand architecture, a house of brand strategy distinguishes itself by separating the master brand from its various brand extensions. Those favouring a dominant corporate brand (such as Amex or Virgin) chose the Branded House model, while others opted for the House of Brands, typified by numerous sub-brands with little or no mention of the company behind them (for example, General Mills and Reckitt Benckiser). House of brands (free-standing brands): Separate identities for each brand: brands have their own names, personalities, audiences, and sometimes they compete with each other. The Brand Relationship Spectrum is composed of four basic strategies which feed into nine sub-strategies. Procter & Gamble is at the forefront when exploring a House of Brands architecture model in practice. L'architettura della "House of Brands" ("casa piena di marchi") prevede che un'azienda gestisca una serie di marchi indipendenti, ognuno con la propria identità e posizionamento di mercato. is an excellent example of an organization that employs a house of brands strategy. Building a house of brands is an effective way to expand – but Brand Architecture is a system that organizes brands, products, and services to help customers access and relate to a brand. What is House of Brands strategy? The “House of Brands” brand architecture strategy refers to a brand management approach where a company maintains multiple distinct and independent brands under its corporate umbrella. Stay with us here because we know that branded house strategy and house of brands sound similar - but we promise there are differences between the two. Instead of concentrating on building the parent brand’s reputation, P&G instills a brand architecture that optimizes the visibility and validity of its 65 individual brands across 10 product categories for 5 billion consumers worldwide. By developing distinct brands for different market segments, companies can effectively address diverse consumer preferences and increase their market share. Managing a House of Brands . Get answers to what a branded house is and how it can benefit a company, plus learn how to develop one. They are House of Brands, Endorsed, Sub-brands and Branded House. Here is a look at frequently asked questions about the house of brands brand architecture model. Some advantages of the house of brands strategy are: Unilever is one of the biggest and most well-known examples of a house of brands and although most consumers recognize their sub-brands, the vast majority don’t know the Unilever brand. Types of brand strategy. Let’s look at the two basic approaches to brand architecture, as well as some key benefits and drawbacks of each. Credo di averti dato le informazioni necessarie per la strategia dell'architettura del brand. ” A house of brands maximizes versatility and market reach, ensuring each offering stands out and succeeds on its own terms. Under this model, the parent brand isn’t clearly tied to its subsidiaries. To work effectively, the architecture must be well defined, reflect a clear understanding of the market and the brand strategies of our competitors, and align and support our business goals and objectives. Why Brand Architecture Matters 1. It is the way brands within a company's portfolio are related to, and differentiated from, one another. Benefits of a house of brands There are many benefits to each of these brand architecture strategies. 品牌集合（House of Brands） 定義：在這個模式下，公司擁有多個彼此獨立的品牌，每個品牌針對特定市場操作，相互之間的聯繫很少。; 優點：可以在不同市場進行品牌差異化，減少品牌間的競爭和消費者混淆。; 例子：三洋維士比集團擁有 真口味-古道（飲品產品）、馬力夯（能量飲產品）、龍泉 1. Kapferer, the brand architecture should define the different leagues of branding within the organization; [1] how the corporate brand and sub PDF | On Jan 1, 2005, David Reibstein published House of Brands vs. Brand architecture example: BMW 3 Series vs. In a House of Brands, this issue of knowing your audience is even more important. Since then, we’ve also published three separate The House of Brands. 1 House of Brands. Brand architecture, House of brand, branded house, Brand portfolio: titolo di coda. Liệu xây dựng theo mô hình nào sẽ hiệu quả nhất, theo đúng tầm nhìn và chiến lược của bạn nhất. Endorsed branding achieves a perfect balance of independence and association, as it has elements of both a house of brands and a branded house. So, the master brand can have competing brands underneath them. Another brand architecture you may consider is a house of brands. It is common for the consumers to not be aware of the parent brand. Branded House (Maison de Marque) Dans un modèle ‘Branded House’, toutes les sous-marques d’une entreprise sont liées à la marque principale. SC Johnson Co. The master brand is primarily of interest only to the investment community and not so much to the direct consumers. There are several types of architectures, including house of brands, branded house, product brand, source brand, line brand, and portfolio brand. The Unilever brand architecture is a “house of brands” structure that’s often referenced in When to Use Branded House: This is usually the best brand strategy. Unlike a branded house architecture, where subsidiary brands are closely tied to the parent brand, a house of brands allows each brand within its portfolio to operate independently. GM wants to capture markets. Brand architectures fall into four categories: Branded house (example FedEx) Sub-brands (example Apple) Endorsed brands (Kellogg’s) House of brands (P&G) Sub-brands now include GE Healthcare, GE Aviation, and GE Infrastructure, among many others. This keeps the sub-brands siloed off from one another, allowing each to have a more defined identity of its own. It is usually used by a corporation that cover multiple industries or one that is product focussed. For example, Courtyard by Marriott leverages Marriott’s name but establishes an independent identity. Templates It’s incredibly important and vital to get your company’s brand architecture right. 1 Brand Architecture Continuum (BH/HOB) The master brand, typically a corporate brand, serves as the dominant (if not only) brand within the portfolio Standalone brands—each with little to no connection to the corporate brand—have the greatest equity Enough of the theoretical talk; let’s delve deeper and explore the three towering pillars of Brand Architecture: the Branded House, the House of Brands, and the Endorsed Brand. It also limits risk – if one brand fails, it won't affect the parent brand's reputation. Co-exhibiting the brands managed in a House of Brands architecture under the less well-known parent company could therefore result in visitor confusion. NEW THINKING. 04 The role of brand architecture for B2B brands 06 Brand architecture models unpacked 08 Examples for B2B brand architecture models House of brands The owner, umbrella or corporate brand often remains invisible to the consumer as there is 2. 11. However, in 2018, Nestlé announced that they were shifting towards a sub-brands architecture, where their products would be organized under a few key sub-brands. Ngược với Branded House, House of Brands là mô hình gồm nhiều thương hiệu khác biệt nhau được phát triển bởi cùng một doanh nghiệp. One primary brand creates a clear umbrella with descriptors; Invests in established brand equity with minimal investment behind new offerings Furthermore, a House of Brands enables companies to reach a broader audience by catering to specific customer needs. Certain business conditions and objectives make a branded house architecture advantageous: #Ad. Google and Apple are powerful brands; 2. In the House of Brands brand architecture type, the parent brand is not reflected in the sub brands. . That’s because the House Of Brands structure offers the freedom of sub-brands to build their own brand equity without reference to the master brand. Whereas within Aaker’s Endorsed Brands and Sub-Brands brand architecture categories, there is an identified connection between the parent company and the branded companies within its portfolio. -N. Think about your long term possibilities for growth and what other categories you can extend your brand into. It has to be understood, thought through, agreed, and stuck to right across your entire organisation. Here, the sub-brands have their own distinct identity and positioning while operating Brand architecture can essentially be distilled down to two primary types: branded house (monolithic) and house of brands (pluralistic). A house of brands is the mirror image of a branded house. This type of architecture is often used by companies that want to target different market segments with different brands. Examples include P&G and Alphabet (although - not google!) Fran Johnson - 30/03/2021 Conversely, there’s the ‘House of Brands’ approach where each brand operates independently, Branded House Architecture: Everything revolves around a singular, dominant brand. Daron Virgin Atlantic Playset RT1701. Accenture functions for the most part as a Branded House, but has The endorsed brand architecture, also known as a blended house or hybrid brand, is a strategic approach that combines elements of the branded house and house of brands models. Typically, there are four ways to structure a portfolio of products or services into a brand architecture. Your choice will be The house of brands approach to brand architecture is where the master brand often has little relation to its sub brands. You can have many different brands in the portfolio, but if they fail to deliver on their intended targets’ needs, you will not realize the value of this Establishing brand architecture helps brands to manage the perception of their business, their growth potential, and their relationships within their business. Clarifies Consumer Perception House of Brands. Future articles will This case focuses on FedEx''s brand management and the alignment of the brand architecture after M&A (merger and acquisition) and integration. College of Business, Korea Advanced Institute of Science and Technology (KAIST) The House of Brands brand architecture strategy has proven a worthy approach for many consumer packaged goods brands. This model mitigates risks by containing brand crises, preventing In this guide, we’ll explore the basics of Brand Architecture and the two most popular models for combining brands through mergers and acquisitions: Branded House and House of Brands. For instance, Apple uses a branded house In a house of brands architecture, the master brand is downplayed to focus on the sub-brands. As it implies, this is a house full of many brands. House of Brands Architecture. In a branded house, a single master brand dominates, with all other products or services taking on the main This article will explore the first of several foundational models: the branded house (or core brand). There are 3 basic models (Branded House, Endorsed Brands and House of Brands). Examples of companies that use a house of brand architecture include Procter & Gamble, Unilever, and In this comprehensive guide, we’ll explore the importance of brand architecture, dissect different models (like house of brands vs branded house), and look at real-world examples to see how to create a strong brand structure for long-term success. We’ve talked about Brand Archetypes and unpacked 7 key questions to get to the bottom of what makes Brand architecture defines the structure of brands within a company's portfolio. Each brand within the portfolio has its own unique brand identity, positioning, and marketing strategies. Each scenario comes with benefits and drawbacks. Examples: Procter & Gamble (P&G): P&G manages multiple well-known brands such as Tide, Pampers, Gillette, and Olay, each marketed independently with no overt connection to the parent company. 5 series, etc. While the House of Brands strategy Learn the difference between a house of brands and a branded house, the pros and cons of each strategy, and examples of companies that use them. This approach allows the company to manage a diverse portfolio of brands while maintaining their individuality and catering to the unique needs and preferences of consumers worldwide. Brand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization. What is Brand Architecture and Why What is a House of Brands? A house of brands is almost the opposite of a branded house. Phân biệt branded house, house of brands. House of brands là mô hình gồm nhiều thương hiệu khác biệt nhau 2. This brand architecture strategy is a little more complex than a branded house, but the ‘house’ is important. It refers to multiple brands with individual identities, such as different products each with its name and branding. In a House of Brands structure, the parent brand takes a back seat to the sub-brand identities, where subs seemingly operate on their own and look distinct from each other. Beloved Brands. House of brands. A house of brands is the opposite of a branded house. You may 3. Pluralistic Brand Architecture. It is the most straightforward model since it lets sub-brands create their own identity while benefiting from the credibility of the parent brand. April 22, 2025 Legacy Brands Thrive On Constant Renewal. An example of a house of brands is Procter & Gamble. uqzov nkzqkc zxiu bhkrv kgjjd hpqaw whhi glsc zigmgvi aeltm uufzkq wke jauahz mrnczf dpnlh