The brand relationship spectrum
is a powerful tool of brand architecture that help organizing the brand
structure. It is related to the driver role which has the responsibility for
the purchase decision. These are four strategies of the brand relationship
spectrum
House of brands
It is like the name itself that
this strategy use an independent brand as the master of many major brands so
that it called the house of brands. As a house, the brand have multiple businesses
from many . Unilever, P&G, and Orang tua are the examples which is using
this strategy. They are used to have some kind of category to manage their
brands. As P&G has Pantene and Head&shoulders in the hair care
category, Orang tua also has Formula and ABCdent in the Personal care. The
category is depended on the brands.
Endorse brands
Every brands is independent. In
this strategy, they endorse their brands with another independent brands or
organizational brands to seek the credibility and expand the market. For
example is Polo by Ralph Lauren that make a deal to endorse each other brand.
Sub brands
It is a bit similar with the endorse
brand but the different is that this strategy tend to connected with the master
or the parent brands. The relation is as close as the endorseed brand but it is
between the parent and its child.
Branded House
As the contast strategy of the
House of brands, Branded house uses a single master as the driver role with
only descriptive brands. Different with house of brand that tend to make their
brands shine, Branded house prefer makes the primary brand shine so that their
product will also feel it. Apple or Nike can be the example, whatever product
they offer will be accepted by the customer.
#31harimenulis