Brand Architecture Models: From House of Brands to Branded House

Structure Creates Clarity

When companies grow, wild growth often occurs in brands. This is where a clean brand architecture helps. It regulates the interaction between the umbrella brand and the individual sub-brands or products.

The two extreme poles

1. Branded House (Single brand strategy): Everything runs under one name (e.g., Apple with iPhone, iPad, Mac). The radiance of the umbrella brand is used to the maximum.

2. House of Brands (Multi-brand strategy): The umbrella brand remains in the background, the individual brands stand for themselves (e.g., Procter & Gamble with Gillette, Ariel, Pampers). Advantage: risk diversification and targeted audience appeal.

Which model fits you?

That depends on your growth strategy. Do you want to use synergies? Then choose the Branded House. Do you want to serve extremely different markets? Then a House of Brands (or a hybrid model) is often better. We help you find the right structure in our branding workshops.