Building an effective brand architecture is essential for the growth and success of businesses and organizations. How best to approach this depends on several factors, but at least keep it simple and clear. In this 5-part series, you will read all about the pros and cons of the most common types of brand architecture, complemented by telling examples.

The concept

Finally, a hybrid brand architecture is a combination of different models. It is often a composite business structure of a brand house structure and a brand house structure. Both one umbrella brand and brand extensions exist under that umbrella brand. The hybrid system is typical for very large companies that gradually expand their portfolio with new products. It is increasingly common these days due to mergers and acquisitions and increasing globalization.

Benefits of hybrid brands

The benefits of a hybrid system combine the advantages we mentioned for the branded house and the branded house. Depending on the exact combination, some benefits outweigh others. In general, a hybrid system allows you to develop new products under an established brand with an existing market. Moreover, you can launch new brands without the risk of image damage to the main brand.

Disadvantages of hybrid brands

The disadvantages also depend on how the branded house and house of brands architectures are combined. In general, a hybrid system is characterized by vulnerability and high marketing costs.

Examples of hybrid brands

The Coca-Cola Company is an excellent example of how a branded house and a house of brands structure are successfully combined into a hybrid system. On the one hand, the company comes out very prominently with products under the Coca-Cola brand name. Under this, variants such as Coca-Cola Light, Coca-Cola Zero Sugar and Coca-Cola Zero Caffeine Free are offered. They fall under the heading of branded houses. On the other hand, The Coca-Cola Company offers a wider range of soft drinks with variants such as Fanta, Sprite and Aquarius. They fall under the heading of house of brands. Weet jij welke merkarchitectuur het best aansluit op jouw doelstellingen? Kun je daarbij professionele ondersteuning gebruiken? Neem dan contact op met onze specialisten terzake: of