Brand architecture
Brand architecture is the structure that shows how a company's brands, products and services relate to each other. The usual models are a branded house, where everything shares one name, a house of brands, where each stands alone, and a hybrid in between.
In practice
What it means when you are the one making the decision.
The right model depends on how different the offers are and how much trust transfers between them. A single hospital group with several departments benefits from a branded house, because trust in one carries to the others. A company selling unrelated products may be better with separate brands, so one failure does not damage the rest.
Architecture decisions are expensive to reverse, so they are worth making before launching new products, acquiring a business or opening a second location. A clear structure also decides naming, logo relationships and which brand appears on signage and invoices.
Example
A school group with a junior school, a senior school and a college can use one parent name with a clear sub-name for each, so families see continuity as a child moves up.
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