The House of Brands
The House of Brands is also a type of brand architecture where a master brand houses a variety of sub-brands. Consequently, the master brand can have competing brands underneath it.
However, with a house of brands, the sub-brands each hold their own unique branding identity with differing names, logos, colors, messages, visual identities and languages.
House of brands examples:
LVMH is one of the most renowned house of brands. It owns 70 distinguished brands such as Tiffany & Co., Louis Vuitton, Dior, Fendi, Sephora, Givenchy, and Celine, to name a few.
Another example of a house of brands is Procter & Gamble. P&G has dozens of products under its own brand. Each brand extension is separate from one another – you don't associate Vicks with P&G or with Pantene. (Or maybe you do?) Each brand, including P&G, is responsible for its own brand equity. That way, if Bounce had a brand crisis, no other brands would be impacted.