Should I Have One Agency Or A Various Agencies For My Business?


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Should We Go With One Brand Or A Variety Of Brands For Your Company?

Many companies begin with a single powerful brand. If they offer a variety of goods or services, they connect them to the parent brand. They may then get another business or establish a new product line that targets a different group of customers over time. They create various brands for these new divisions at this point.

 They must then decide whether to maintain all aspects of their firm integrated as one brand system or to separate them into discrete brands with their own distinct image and story.

In the world of branding, managing this complexity is referred to as Brand Architecture or Brand Developer, and it examines how all of the components of your brand or brands interact. David Aaker, a marketing expert in the United States, offers one of the most useful metaphors for understanding this. He speaks of a Branded House or a House of Brands.

A branded house is one in which the master brand is referenced in the names of all goods and divisions. Virgin, for example, owns Virgin Records, Virgin Atlantic, Virgin Wines, Virgin Mobile, and Virgin Money.

A House of Brands is on the other extreme of the spectrum. The main firm is essentially unnoticeable under this approach, and the divisions or products have their own distinct identities and logos. Unilever, which owns many of our grocery brands, is one example of this. Most people are unfamiliar with Unilever, but they are familiar with Persil, Lipton, Lux, Jif, Vaseline, Choysa, and Continental, all of which are Unilever brands.

Ups and downs of both models

Many businesses choose a Branded House, and it appears to be the natural choice. It improves the company's productivity and communication. The disadvantage is that it may be more company-focused than customer-focused, alienating some consumer groups, undervaluing crucial products, and confusing customers if a firm sells quite diverse products under the same brand. 

How do you decide which way to go?

The most important question to ask is, "Who are your brand(s) aiming at?" If the consumer profiles are vastly varied, a house of brands may be required. A House of Brands could be the way to go if the brands are aimed at distinct consumer groups. In the viewpoint of customers, auto repairs and engineering are two separate categories. One is more likely to be business to consumer, while the other is more likely to be business to business. If your company offers both services, you might want to consider creating two separate brands. The Branded House is the way to go if you're only interested in one category or customer group.

 

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Location: Nelson, New Zealand

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