A 2020 study found that only the right brand architecture strategy maximizes reputation spillover while preventing underinvestment. But most companies make this critical decision based on emotion rather than data.

This week, Elena, Rob, and Director of Brand Beth Kuchera explore when to use one brand across everything versus splitting them up. They reveal the five ways brand architecture impacts business success and share why getting this wrong can waste expensive "brain space" that's impossible to recover.

Topics covered:

[01:00] Research on branded house versus house of brands strategy
[05:00] Five ways brand architecture helps or harms your business
[10:00] Strategic upsides and downsides of branded house approach
[14:00] Creative challenges of extending versus building new brands
[17:00] Resources as the most important decision-making factor
[24:00] Measuring brand effectiveness across multiple products

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Resources:
Yu, Jungju, A Model of Brand Architecture Choice: A House of Brands vs. A Branded House (May 28, 2020). Yu, J. (2021). A model of brand architecture choice: a house of brands vs. A branded house. Marketing Science, 40(1), 147-167., Available at SSRN: https://ssrn.com/abstract=3116284 or http://dx.doi.org/10.2139/ssrn.3116284

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Branded House vs House of Brands: What the Research Recommends