BRAND Portfolio & architecture Strategy:

When all services and product offers of a company are gathered and centrally managed under one brand, as is the case with Siemens, General Electric, IKEA, Allianz, Phoenix Contact, Hoval, or Harley Davidson, we refer to that brand as an umbrella brand. An umbrella brand is a brand architecture concept .

The “House of Brands” brand architecture strategy refers to a brand management approach where a company maintains multiple distinct and independent brands under its corporate umbrella. Each brand within the portfolio has its own unique brand identity, positioning, and marketing strategies. The individual brands are not explicitly associated with the corporate brand, and the corporate brand may not be prominent in the consumer-facing communication of the individual brands. The focus is on building strong individual brand equities while allowing for brand diversification and targeting various market segment

Procter & Gamble (P&G) employs “House of Brands” brand architecture strategy that allows for the effective management and positioning of its extensive portfolio of brand

Often, very large corporations maintain a hybrid brand architecture to balance the needs of all the brands they manage and perform with maximum efficiency. It is more than likely that this type of corporate brand is the result of the expansion of an existing brand over time. Coca-Cola, as example, has several sub-brands but also has stand-alone brands under its umbrella.

Brands are more frequently considering hybrid brand strategies as hierarchical models prove limiting when flexibility is needed. An approach that uses multiple strategies allows for brands to more easily build brands, undergo a brand extension, or protect existing brand equity by divesting brands