Brand architecture
Definition
Brand architecture is the structure describing how a company's brands, sub-brands and products relate to one another — commonly a branded house, a house of brands, or a hybrid endorsed model.
A branded house puts everything under one master brand, concentrating marketing investment but transferring reputational risk across the portfolio. A house of brands keeps them separate, isolating risk at the cost of building each audience from scratch.
The decision matters most at the point of expansion. Companies that add divisions without deciding their architecture end up with a portfolio nobody can navigate, competing internally for the same search terms and the same customers.
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