Getting Your House in Order

Schultz, Don E.
November 2002
Marketing Management;Nov/Dec2002, Vol. 11 Issue 6, p8
Academic Journal
The article focuses on the establishment of brand architecture. It helps identify how brands will be related or connected within both the market offerings and the management structure of the firm. The house of brands approach allows an organization to operate as a multinational by offering different brands in different markets with different distribution and pricing schemes. Organizations that use a single corporate brand have developed clearly defined approaches on how the corporate brand can be represented and various units related. The author presents a three-step process to help organizations understand their house brand and determine when the house brand model can be changed, adapted or abandoned. Management must define what the house brand stands for and what products can fit. They also have to decide whether or not the house brand decision is right for the future. Once management defines the house brand, then it needs to be tested. If the new product or service fit the current definition of the house brand, it can be merged into the existing organization.


Related Articles

  • Know your enemies and attack them. Ritson, Mark // Marketing (00253650);1/25/2006, p21 

    The article focuses on the concepts of brand management. It has been observed that strong brands are not afraid to take a stance or make enemies. The traditional logic of brand management was built on low negatives, brands attempted to engender positive feelings from as many people as possible...

  • GETTING TO CASH WITH BRANDS AND BRANDING. Schultz, Don E. // Marketing Management;Winter99, Vol. 8 Issue 4, p10 

    The article focuses on the importance of brands and branding on the success of business enterprises. It is important to establish a relationship between investments in brands and branding to cash flow returns. Marketing investments should be categorized on whether they provide short-term or...

  • Strong private labels to force a new emphasis on benefits. Crain, Rance // Advertising Age;8/11/2003, Vol. 74 Issue 32, p14 

    The article focuses on the competition posed by store or house brands to brand name products in similar categories. According to the author, store brands are able to teach consumers that the only things that count in products are performance, quality and price. The magazine, "Fortune," has noted...

  • Back to the shop floor. Mitchell, Alan // Brand Strategy;Apr2005, Issue 191, p9 

    Advises managers to keep in touch with the realities of their brand and business. Discovery of the fact that front line staff have a much better assessment of reality; Experience of executives being a customer of the company's product or service; Reasons why only a few companies adopt a...

  • Brand name and consumer inference making in multigenerational product introduction context. Auh, Seigyoung; Shih, Eric // Journal of Brand Management;Jun2009, Vol. 16 Issue 7, p439 

    Employing consumer inference making and the information congruency framework, the authors examined the effect of brand name in the context of multigenerational product introduction in two studies. Results showed that brand name type had an effect on perceived technological improvement, product...

  • Marketers face dilemma supplying private labels. Liesse, Julie; Levin, Gary // Advertising Age;4/12/1993, Vol. 64 Issue 15, p4 

    This article reports on the dilemma confronting national brand manufacturers in the U.S. about supplying private-label products as of April 1993. Many big brand marketers have been private-label suppliers for years but usually in categories where their brands have a marginal presence. H. J....

  • HYPOTHESIS TESTING AND CONSUMER BEHAVIOR: "IF IT WORKS, DON'T MESS WITH IT" Hoch, Stephen J. // Advances in Consumer Research;1984, Vol. 11 Issue 1, p478 

    "Most generics are just as good as brand name products." "The higher the price, the better the quality." "Japanese cars are much better made than American cars." "Everyone should go to the dentist twice each year." "My husband is definitely a meat and potatoes guy." The above set of statements...

  • Role of Consumer Relationships with a Brand in Brand Extensions: Some Exploratory Findings. Park, Jong-Won; Kim, Kyeong-Heui // Advances in Consumer Research;2001, Vol. 28 Issue 1, p179 

    Prior research on brand extensions has shown that an extension's success depends on the perceived quality of the original brand and the extension's similarity to its original brand. The present research attempts to extend this literature by proposing and demonstrating that consumer-brand...

  • Managing private label as a brand in its own right. Chadwick, Chad // Drug Store News;6/25/2007, Vol. 29 Issue 8, p18 

    The author reflects on the notion pertaining to private label management. The author notes that private label needs to be at the center of store brand strategy. He points out that the brand must scream relevance, speak with one voice and connect with customers both across the aisles and across...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics