Should your company be a branded house or house of brands?

Key quotes:

• "Second, the risk profile of a “branded house” architecture has changed: the master brand can create an aura of innovation and risk-taking, supporting the launch of new products."
• "Third, investments can be streamlined, as a strong master brand can be leveraged across markets and product launches."
• "To achieve this, brand architecture does not need to be a pure “branded house” — in many cases, a strong master brand creates substantial leverage and a much cleaner portfolio, even as a few particularly strong brands can continue existing as sub-brands."
• "In addition, one of the key reasons for the regained popularity of clean, streamlined architectures, often organized around a single master brand, has been the emergence of platforms, or 2-way marketplaces structured around mutual value creation."
• "As Uber expands into different marketplaces and “uberizes” different industries, leveraging the power of its master brand is likely to lead to faster expansion than building a targeted brand for each industry from scratch."

Key quotes:

• "The described brands and their general marketing strategies are very familiar to most of us, so it really helps clarify how brand strategy can be built successfully with all different kinds of architechtures."
• "Monolithic architechture focuses strongly towards creating one strong brand and building a portfolio of products and services around it."
• "Endorsed architechture is very similar no monolithic, but it usually has a larger variation in their portfolio of products and services."
• "Unilever is a great example of a free-standing architechture where all the brands they own act as their own, unique brand but the general guidelines are provided by Unilever."
• "I wanted to bring Virgin Group as an example for a Branded House."
• "Virgin Group is a company with a large brand portfolio with everything from travel, lifestyle, music, gaming, mobile, healthcare etc."

Key quotes:

• "Like with architecture, there are many different approaches to brand architecture — each impacting how people will perceive your business, how a new product or service is launched and how other brands are integrated."
• "Choosing the right brand architecture to match your products or services and your business goals is a key component to building a strong reputation."
• "With a Branded House approach, the parent or master brand is always present and linked to all products and sub-products."
• "An advantage of a branded house approach is that it promotes the acceptance of new products launched using that brand name."
• "This structure encourages creating and building independent sub-products and their brands, while the parent brand directs off-screen."
• "Within the house of brands architecture, they are considered both sub-brands of Unilever."

Key quotes:

• "Link to trigger: http://hhmoodle.haaga-helia.fi/mod/page/view.php?id=824361 “Brand Architecture” is the way a company organizes, manages, and markets their brands."
• "(Michael P, Dan M, Michael M.) “Brand Strategy” is how, what, where, when and to whom you plan on communicating and delivering on your brand messages (John Williams) In general, Brand Strategy is under the umbrella of Brand Architecture Since Brand Architecture is important for the business, it has to be designed in an effective way."
• "House of Brands strategy is to use the product itself as the primary brand rather than the company."
• "In a House of Brands model, individual products or companies can focus on what they each do best without limiting the broader group’s businesses growth sectors."
• "(Brandmatters) Read more: Variations of House of Brands and Branded House http://benchmark.metricmarketing.ca/brand-architecture-strategy/ How to choose the appropriate Brand Architecture Choosing Brand Architecture depends on the situation within your company, with different aspects to consider."
• "Vincent) Example of Brand Architecture Source: Michael Petromilli, Dan Morrison, Michael Million, (2002) “Brand architecture: building brand portfolio value”, Strategy & Leadership, Vol."

Key quotes:

• "If the product or service is marketed to different audiences, each should be its own brand."
• "One model may work for a particular stage of the business and need to migrate to another as it grows and expands."
• "Most of the time, companies that use the house of brands model are very large and have the resources to manage and promote each one of their brands to each particular audience."
• "There are a few exceptions like software companies that have branded one piece of software to address a particular purpose and the second software idea may be addressing a completely different problem for an entirely different audience or industry."
• "If the second piece of software is complementary to the first, the company can use a hybrid model between House of Brands and Branded House."
• "The branded house model has been the default for many businesses as they grow and expand."