We discussed the idea of brand architecture in our previous blog post, “What is Brand Architecture & Its Examples?“ along with how various brand strategies may affect a company’s brand portfolio. This blog will go into greater detail on the idea of a Branded House, also referred to as a monolithic brand architecture. We will define a “Branded House,” go through its pros and cons, give instances of well-known companies that have adopted this strategy, and provide advice on when and how to do so.
What is a Branded House?
In a branded house, all of an organisation’s goods, services, and business divisions are unified under a single, potent, and well-known brand name. Due to the company’s offerings being consolidated under a single umbrella brand, it is also known as a monolithic brand architecture. In this model, the main emphasis is on creating and promoting the master brand while making sure that all linked products and services support and increase its equity.
Pros of a Branded House
1. Strong brand equity
A Branded House can build a strong and recognisable brand identity by focusing resources and efforts on a single brand, forging a strong emotional connection with consumers.
2. Consistent brand experience
A unified brand identity gives customers a consistent messaging, design, and set of values across all touchpoints, which promotes trust, loyalty, and familiarity.
3. Collaboration between services
A Branded House enables the development of a seamless brand experience, in which each good or service gains from the standing and equity of the main brand, so enhancing the worth of each.
Cons of a Branded House
1. Limited products
In some circumstances, having a single brand identity for all products and services may make it more difficult to distinguish between goods or services that target various target audiences or have distinctive value propositions.
2. Risk to reputation
If a business experiences a crisis or unfavourable press coverage on one of its products or services, it might possibly damage the reputation of the entire brand, affecting all goods and services.
3. Lack of flexibility
The Branded House approach necessitates thorough strategic planning and coordination because any adjustments or pivots made to one brand could affect the entire portfolio, making it more difficult to respond to changes in the market.
Brand Examples:
The Branded House approach has been used effectively by a number of well-known brands, who deploy a strong and consistent brand identity throughout their product lines. Examples comprise:
1.Apple
Apple is known for its minimalistic bitten apple logo. With modern aesthetic, and cutting-edge goods, Apple upholds a consistent brand experience across its assortment of hardware, software, and services, enhancing its positioning and brand equity.
2.Google
Google has a recognisable multicoloured logo that emphasises on technology and information. Google also provides a wide range of services, including search, email, maps, and more, all of which are consolidated under the Google brand as a whole.
When to Consider the Branded House Model?
- When a business wants to leverage its well-known and strong brand identity across all of its goods and services.
- When the objective is to deliver a consistent brand experience and foster synergy among the products offered by the organisation.
- When lowering expenses associated with maintaining multiple brand identities and streamlining brand management are top priorities.
How to Create a Banded House?
- Ensure that the master brand effectively conveys the company’s values, vision, and mission by starting with a strong brand identity and positioning.
- Ensure that the visual components, language, and brand qualities of all the company’s brands are consistent with the overarching brand identity.
- To sustain brand equity and recognition, consistently reinforce the brand identity through marketing campaigns, advertising initiatives, and customer touchpoints.
Conclusion
For businesses with a strong and well-known brand identity, the Branded House concept offers important benefits. Organisations may establish a strong and consistent brand experience by unifying all offerings under one brand, utilising the equity and reputation of the master brand throughout their whole portfolio. To achieve successful implementation, however, extensive strategic planning and understanding of potential constraints are needed. In the end, the Branded House model can be a useful strategy for creating a consistent and significant brand presence in the market.
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