A “house of brands” is a strategic approach in which a company manages multiple distinct brands under its corporate umbrella. Instead of relying on a single brand, the company maintains separate brands, each with its own unique positioning, identity and customer base. This approach lets the company cater to different market segments, target diverse customer preferences and hedge against risks that may appear from relying on one brand. Each brand within the “house” becomes an intangible asset with its own reputation, customer loyalty and market value. This diversification of brands can create cooperation, capture a larger share of a market and provide the business with a diversified portfolio of intangible assets that contribute to its overall competitiveness.
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