What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn seven branded house examples
from some of the biggest brands in the world so you can better understand
this common brand architecture technique and consider it in your brand strategy sessions
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the terms brand architecture branded house house or brands they all seem like terms that are meant
for the biggest brands in the world and although it's true that most examples that you'll see are
from big brands when you start to see them time and again you begin to understand that they're
just a form of structure that you can use for any brand in the world so what is a branded house well
it's a structure used within brand architecture brand strategy and essentially what it does is
it allows the parent brand that sits on top to provide clarity in the sub brands that it offers
and it allows those sub brands to both have individualism to be able to focus on specific
audiences but also to leverage the reputation and brand equity of the parent brand so what are
the advantages of a branded house well there are three distinct advantages when it comes to using
this strategy the first as i've mentioned before is being able to leverage the brand equity and
the reputation of the parent brand any brand going into the market needs to establish brand awareness
and if it's going into the market without any kind of parent brand or without the advantage
of any kind of reputation then it is a lot more difficult a sub brand going into the market
leaning on the reputation of its parent brand has a distinct advantage the second advantage
when it comes to this strategy is clarity clarity in the products that the parent brand is offering
it's very easy to get confused from one product to the next or one service to the next but this
provides a bit of clarity to the audience and less confusion and the final advantage when it comes to
this strategy is clarity and communication being able to speak directly to a specific segment of
the audience about that particular sub brand being able to speak directly to the audience and not
having to speak in broader terms to appease the parent brand enables a sub brand to be a lot more
specified in its messaging and a lot more clear and resonate better with who that audience is
so now you know what a branded house is and the advantages of using that strategy let's have a
look at seven examples from the world's biggest brands example number one is the one and only
apple now without a doubt this is the most famous example of a branded house structure you have
apple sitting on top as the parent brand and you have all of their products sitting underneath as
individuals so brand so you have the iwatch the iphone the imac the ipad these are all
individual brands that leverage the brand equity of the parent brand that is apple and go into the
market any new product that they put into the market leverages that brand equity they go in
with that reputation and it's much easier for a product to be established within the market by
leveraging the equity of the apple brand branded house example number two is google now google
have many many many many many different products and the challenge that google has is that all of
their products live in a digital environment and often those environments are pretty small
in terms of the screens on the phone or even the screens in a desktop environment you need to be
able to distinguish very quickly one product from the next so google uses the branded house
strategy they identify each and every one of their products individually by naming them individually
branding them individually now each and every one of these products you can see they distinctly sit
within the google family but they are easily distinguishable from one product to the next
branded house example number three is fedex now with fedex you have the fedex corp sitting on
top and underneath you have the sub brands so you have fedex ground fedex express fedex freight now
each one of these sub brands are actually their own individual branded houses because they have
sub brands underneath those brands so each of those sub brands are both part of an umbrella
strategy where they have a parent brand sitting on top and they are each a parent brand to the
sub brands underneath so this is another great example of a branded hair strategy and you can see
why a brand like fedex would use such a strategy to gain clarity in all of the different products
and services that they have example number four is ing now ing is a financial institution unlike most
financial institutions they have many different products for their audiences to choose from now
ing has used the branded head strategy to distinguish their individual products by name
only and that's why i like this example a lot of different branded house examples have individual
logos for the services but when it comes to the ing example they've just branded their products
and services by name so it's a great example of how you can use the branded hair strategy without
really going too deep into the visual identity and really separating out those into individual brands
with individual websites simply by naming your products or services individually you can leverage
the branded hair strategy example number five is virgin now i really like this example for
a couple of reasons with the other examples the audiences tend to be quite closely aligned and
the different brands cater to different segments within a particular audience but when it comes to
the virgin example these are completely different audiences virgin is such a bold brand and they're
not shy about going into a completely different category in a completely different industry and
trying to make a name for themselves there the other reason that i really like the virgin example
is that each and every one of the sub brands here are distinctly different the visual identities
that they use yes you can see that they are definitely virgin brands but they are unique
in and of themselves so they really stand out on their own as these individual sub brands but they
are still very much a part of the virgin ecosystem so i really like this example of a branded house
example number six is the bbc now the bbc has many different channels and each one of those channels
caters to a different audience you have bbc news you have bbc one two three and four you have
their children's channel cbbs and you also have bbc radio now each and every one of these channels
and each and every one of these stations have their own individual tone of voice so they will
use different tones of voice for the children's channel and they'll use different tones of voice
for the news channel so you can see why bbc would use a branded house structure to differentiate
those audiences and differentiate those channels an example number seven is sky now sky is the
biggest tv broadcast network in the uk and ireland and it has a huge range of channels now just like
the bbc each and every one of these channels caters to a different audience you have sky news
you have sky sports sky cinema sky atlantic all of these individual channels cater to a
different audience and you have many sub channels within each one of those channels as well so just
like the fedex example many of these individual channels are branded houses in and of themselves
so the reason that i've used this example as well is that sky strategically use these channels and
group these channels together to cater to very specific audiences so they know that some specific
audiences will have an interest in both sports and movies and the children's channel so they
cater they package them together to cater to that audience so they have such a huge range of sub
brands that they can mix and match and package those sub brands together to cater to specific
audiences so another great example of a branded house so you can see from these examples why the
branded house structure is so common because it's so effective and this is not just for big brands
either if you have products or services or your clients have products or services that need to
be distinguished one from the other then a branded house is a legitimate structure that you can use
so take the time to sit down with your clients or discuss this in your brand strategy workshops and
decide whether or not your individual products or individual services are worth branding
individually within a branded house structure if you want to better understand brand architecture
including branded house house or brands and other powerful and effective structures then this video
will help you out until next time brand like a master and i'll see you in the next video