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1. Branded house: a single brand for all products, at the same time, it is the companies’s
brand. It is a quality guarantee for new products, it creates a total connection between
different areas tackled by the company and reduces the cost in communication, on the
other hand, it increases the risk of devaluation if any of the brand extensions does not
work properly.
2. House of brands: Each business of the brand and the main corporate brand are
different brands. It eases market focus by niches through different value propositions. It is
the model used by the most diversified companies and provides flexibility to buy and sell
brands. It grants maximum action freedom but the synergy between brands is minimal, in
addition, it supposes a great cost in terms of communication.
3. Endorsed brands: it is a mixture of the two previous ones. Supports the new brands
with the corporate brand. Communicates growth and size of the mother brand. It implies a
certain risk of contagion of devaluation, but not as pronounced as in the branded
house model.
4. Hybrid: A mixture of the three previous models and the most difficult to manage. With
the asymmetric model you can decide the level of contagion that is appropriate for each
brand.
https://slashmobility.com/en/blog/2017/05/app-branding-brand-architecture/
Buena base = crecimiento seguro
A medida que la empresa crece, es probable que necesite
expandir sus horizontes e innovar y desarrollar nuevos
productos y servicios. Todo necesita una base sólida para
poder crecer, y la naturaleza de construir una base es crecer.
Monolítico
Desventaja:
Podrían presentar problemas en el posicionamiento
diferencial y riesgos ante un efecto dominó de reputación.
Respaldo (Endorsed Brands)
Ventaja:
Genera credibilidad de grupo pero ofrece mayor flexibilidad
a la hora de crear un código de comunicación
independiente.
Desventaja:
En situaciones de crisis de un producto, nos enfrentaríamos
también a un riesgo de contagio. Por otro lado, podríamos
encontrar limitaciones cuando la empresa desarrolla
actividades muy diversas.
Libre o Multimarca (House of Brands)
Ventaja:
Ofrece una total flexibilidad a la hora de definir estrategias
independientes.
Desventaja:
Exige mayores esfuerzos de comunicación al no generar
sinergias.
¿Qué modelo consideras que podrías favorecer mejor a tu
empresa?