The independent brands model is also known as House of Brands, and is characterized by
maintaining the autonomy of its secondary brands.
This strategy is mostly used when brands are targeting different segments .
An example of a company following the independent brands model is Unilever, which operates
several major sub-brands such as Dove, Ponds, Knorr, Hellmans and Cif.
3. Brand support model
The brand support model, also known as mexico telegram data Endorsed House, keeps the main
brand present in each of the secondary brands , but gives them autonomy in their individual
development.
In this model, secondary brands refer to the parent brand with less obvious elements, but still
transmit their authority and strength.
We can mention as an example Nabisco, which has some important sub-brands such as Oreo, Ritz
and Chips Ahoy. Despite being independent brands, they are always related to the corporate brand:
Nabisco. In the little red arrows you can see the parent brand always represented:
4. Mixed or hybrid model
The hybrid or mixed model is also known learn the best ways to work with the resource as Hybrid
Brands and is based on a mix between the models we saw previously.
In it, a corporate brand combines various brand architecture models according to the different
business strategies.
The hybrid model often arises when the corporate brand acquires other companies from different
segments, making integration with the other brands difficult.
An example of a hybrid model is Coca-Cola. Originally, the Coca-Cola brand followed a monolithic
model with secondary brands: Coca-Cola Light, Coca-Cola Zero and other editions of the famous
drink.
As the company grew, it acquired other brands, all of which were supported by the corporate brand
and left outside the monolithic model.
Another example of a brand that opted for a hybrid model is Disney, which also started using the
monolithic model: Walt Disney Pictures and Disney World.
As it acquired new brands, they followed the model of independent brands, as it did when it bought
Marvel and its sub-brands.
In some cases, it has already opted for the brand support model, as it did with Pixar and Club
Penguin.
Brand architecture is a necessary strategy cmb directory for business development. One of its
important characteristics, as you have seen from the last two examples, is its flexibility.
The choice of model will depend on the needs of the business and can be adapted as it grows.
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