Question

Identify whether each of the examples represent a "House of Brands" or a "Branded House" for of brand architecture. Procter & Gamble Toothpaste & Mouthwash Brands Crest, Colgate, Scope, Oral - B Answer 1 Coca Cola Soft Drink Brands Coca Cola Zero, Coca Cola, Coca Cola Life Answer 2 Virgin Brands

Answer 1

Answer: Procter &Gamble: House of Brands

Coca Cola Soft Drink Brands: Branded House

Virgin Brands: Branded House

Explanation:

House of Brands and Branded House are two forms of marketing architecture.

A house of Brands: is an umbrella brand for different products each with its own unique appeal, target audience and marketing designed to appeal to its audience.  Procter & Gamble is such an example with products such as Crest, Colgate, Scope, Oral - B. Each of these brands is given a strong brand presence without necessarily drawing on the strength of the Procter & Gamble brand.

A branded house has a single brand presence and its marketing leverages on the brand strength, even when it is geared towards different audiences for different products.  Coca Cola and Virgin Brands are examples. Despite having widely varying products, the Virgin brand is used as an overall marketing brand.