The four models
On 9 October 2026 we read a SurveyMonkey guide on brand architecture, dated 27 August 2026. It names four models. Many other guides use the same ones.
- Branded house: every product and sub-brand shows the parent company's name and look, under one master brand.
- House of brands: the parent runs several separate brands, often with no clear link to the parent for customers.
- Endorsed brand: a sub-brand keeps its own name but shows the parent on it, such as "by" the parent company.
- Hybrid: a company uses different models for different parts of its portfolio.
A made-up example in rupees
Say the Rao Group has a steel business, a pipes business and now plans a tiles business. This is a made-up example. Each business spends ₹10,00,000 a year on brand ads, so the group spends ₹30,00,000.
- Branded house: Rao Steel, Rao Pipes, Rao Tiles. The ₹30,00,000 can build trust in one name, and the tiles launch borrows it.
- House of brands: three unrelated names. Each one builds its own name from zero, so the money is split three ways.
- Endorsed: three names, each with "a Rao Group company" on it. Some trust moves across, and each name keeps its own character.
No model is right for every group. The choice depends on how close the businesses are and who the buyers are. A dealer who buys pipes may not care about tiles.
How it works for an Indian business
India has many family groups with a trusted surname and several businesses under it. A new business in the group can use that trust. But a business that sells to a very different buyer may need its own name. A trusted name in pipes can feel odd on a luxury product.
The plan reaches beyond the logo. It decides names for new launches, how the group name shows on dealer boards and packs, and how the website lists the businesses. Settle your brand positioning first, so each name has a clear job.
Common mistakes
- Giving every new product a fresh name, so none builds trust.
- Using the group name on a business whose buyers would not trust it there.
- Keeping old names after an acquisition, with no rule for how they connect.
- Choosing a name without checking if it is free to use as a trademark. Ask a trademark lawyer.
- Treating it as a logo job and not changing signs, packs and the website to match.
When one name is trusted, new products can use it. That is the idea behind brand equity. If you plan to launch something new, read about go-to-market as well.
Related terms
- Brand positioning: the place your brand holds in the buyer's mind.
- Brand equity: the value a trusted name adds to a product.
- Go-to-market: the plan for taking a new product to its first buyers.
Want help deciding how your names fit together? See our brand architecture work.
Sources
- SurveyMonkey, "Brand architecture: what it is and how to choose the right model" (surveymonkey.com/learn/marketing/brand-architecture/), dated 27 August 2026, read 9 October 2026.
