What Is Brand Architecture (House Of Brands v Branded House Examples)

Learn what brand architecture is and how to leverage this brand strategy to provide structure and support growth.

#brandarchitecture #brandstrategy #brandstrategytips

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In this video, I’m going to explain what brand architecture is so you can leverage this brand strategy to provide structure and support growth.

First, I’ll break down what brand architecture means and how both big brands and small brands can leverage it.

Then I’ll break down the technique that brand strategists use to develop sub-brands from products, services, division and companies.

Next, I’ll provide a practical example of why you might need or should consider brand architecture when planning for brand growth.

Finally, you’ll discover the main brand architecture models including a branded house and a house of brands and see some brand architecture examples in the Apple, FedEx and Unilever brands.

0:00 What Is Brand Architecture [+ Examples]
1:31 What Is Brand Architecture?
2:39 Why Use Brand Architecture?
3:56 Brand Architecture Benefits
4:32 Brand Architecture Models

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[MinhTran-ejrm]

I just encrolled in a Brand management program at Uni. This helps me a lots for quick understanding the definition of Brand Architecture. thanks a lot

[SarahJBuckle]

Thank you that is great. I have a client is providing an odd mix of products (bike parts / clothing label / etc), but to the one, same target audience (the male play-boy / dirt bike lover), so we went with the brand of houses idea. His whole brand strategy is built on the Maverick / Ruler personality, so it keeps all the visual and verbal messaging fairly straightforward... so far!

[wimukthidilhara]

I think Hubspot is a example for Branded house. With a blog, Academy, CRM Tools.... That Structure is very interesting for me compared to 2nd structure. 😻✍️ Love your contents brother, Steven... ✌

[victorpowei]

Thank you Stephen. Your videos are so detailed and so easy to understand

[jdon]

Love your content, it really helps out small business owner like myself.

[lidakmify]

hey thank you, I really have a better understanding now :)

[Mainstreetmowing]

We started our company years ago and created a brand-specific to mowing. We now do many other services outside of the landscaping niche, so we have launched different brands associated with those audiences. Currently, all of our billing and office customer services are still performed by our mowing office. So the message is confusing for new clients that call in or when folks see a new name on their credit card statement. Additionally, our company culture is muddled with some employees not having any idea about who we are or where we are going. Thus the search begins for defining our Brand on the whole and in the individual branches we seek to build.

[thejaministro]

What a brilliant explanation. Thank you. :)

[JonnySlick]

What specifically makes a branded house sub brand, a brand, and not just a product of the parent brand? I'm sure its more than just a name and logo. And what are the benefits of making their products a sub brand?

[thepanafricanman]

Im having a real issue here and would love your advice! I have a vegan food brand, lets call it "veggie ltd". It operates in the UK and it sells a superfood similar to quinoa. Now I am expanding to Nigeria and in this market, customers are really not into the whole veggie thing. What do I do? Do I create a separate brand and how would it fit into the architecture? I took ur course on udemy. It was great btw.

[rocktimacharya]

I have a doubt. I have a client selling Mocktails. Now they want to do a brand extension with Water, Cocktails & Iced Tea category?
'you think they should create the Architecture in 'House of Brands' or 'Branded House'? Given a choice, I would personally prefer the House of Brands for them but they want to extend with the existing name. What do you think?

[ARPITJAIN]

Do the brands within the branded house have the same brand personality, something similar or exactly the same?
Since the sub-brands can cater to different target markets, but at the same time be relatable to the other sub-brands.

[zhafire]

Will we also learn this on brand master secrets?

[navadiyavitin]

Is nestle example of house of brand or endorsed brands?

[Naomisnotes]

is brand hierarchy and brand architecture the same?

[sazzadsarker]

How can we relate Brand extension with Brand Architecture ?

[mm-zwng]

Hi, would be really nice if you can share with us some books you have read on learning all these? Thanks mate! Good vids!

[jackjohn]

nice bro but bring up lil more the sound volume.

[ticozs]

How does the House of Brands profit ? For example, How does Unilever profit off of the brands that are under it ?

[enduraman]

Video lighting is too bright on your forehead. Also, your camera is set to autofocus, and it was hunting for focus at 0:10. I recommend you lock focus on manual. Furthermore, I can see a shadow on your background. This means you are positioned too close to the background, making it feel like you are up against a wall. It's easier for the viewer to focus just on you when the background is darker than the subject (you). So, I recommend you put more space between yourself and the background.