Brand housing: Best practice for brand architecture

Brand architecture, whether through a branded house, house of brands or other model, is about organising the relationships with brands and customers to reach business objectives.

Brand housing

Manfred Abraham and Abigail Taylor Interbrand London

House of brands and branded house are the best known options, but there is no one-size-fits-all model for brand architecture. It is important to build a framework based on flexibility.

Brands that build strong relationships with their customers are rewarded with higher sales, profits and value over time. The value of the strongest brands continues to rise, according to Interbrand's 2010 best Global brands report – Coca-Cola is worth $70.5bn. Brands that demonstrate their transparency, integrity and authenticity will continue to build successful long-term relationships with their customers.

The economic...

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