A House of Brands can include numerous brands, where each brand is independent of the others, often with different target audiences. The GAP is one good example where the name is associated with the parent brand, but sub-brands such as Old Navy, Banana Republic, and Athleta stand on their...
Branded House A Branded House is the most common form of brand architecture. Major brands like Google and Apple are exemplary models of this style, wherein both have smaller sub-brands, but all are marketed and operated under the umbrella of the parent brand. For instance, you might check ...
而house of brands是指一个公司推出的产品叫的是不一样的品牌名字，比如说汰渍，潘婷，沙宣，飘柔都属...
A lot has been written about various brand hierarchy models, broadly ranging froma branded vs house of brandsapproach. Here’s a breakdown: A branded houseuses a single primary brand to span a set of offerings operating with descriptive subbrands. Brand architecture example: BMW 3 Series vs. ...
Chinese sports equipment and sportswear brands are making greater efforts to expand and/or consolidate their global presence, though their global branding journeys are very different. But they should focus more on the emotional aspects of a brand, and create an increasing array of sub-brand names,...
In contrast, when spillover effects are high, the firm chooses joints branding because it is inherently more profitable even if building additional brands is free. When spillover effects are intermediate, however, firms opt for separate branding despite the additional cost of building more brands. ...
aWith the Branded House approach, a brand architecture is built with still-independent sub-brands that are marked (additionally) with the corporate umbrella brand 与被烙记的议院方法,品牌建筑学用标记的仍然独立次级品牌建立(另外)用公司伞品牌[translate]...
In many cases, however, it is not easy to apply a strict branded-house strategy, as many global companies operate as joint ventures in some markets. This increases the organizational complexity and limits the brand strategy. In China, for example, the complex structure of the...
house of brandsbranded housefirm reputationcustomer relationship managementSome firms that operate in multiple product markets use the same brand in different markets, while others use distinct brands. This research investigates for whdoi:10.2139/ssrn.3116284Yu, Jungju...
aWe call this conceptual model the Place Brand Centre, including a branded house approach with target group-specific sub-brands for all different groups chosen to be targeted and a place umbrella brand that is represented by the shared overall place brand perception by the entire target audience....