**[[Brand Architecture]]** is a concept in the field of [[Marketing & Analytics]] and [[Business Management]] that refers to the organisational structure of a [[Business|Business's]] brands, products, and services. ^about It generally refers to (and itself infers) when one entity is in control of many other entities, products, and services, and has the strategic decision space for how to architect the relationships, positioning, and differentiation between those entities. There are four general 'styles' of architecture: > **House of Brands ('Pluralistic')** - While one parent company may own and/or coordinate multiple child companies, each of those child companies operate independently and are known independently. > **Branded House ('Monolithic')** - All products, services, branding, and corporate identity is unified under a single brand. > **Sub-Brands** - Similar to *House of Brands*, each child company operates largely independently, but are promoted first and foremost under the brand of the parent company. > **Endorsed Brands** - Similar to *Sub-Brands*, however the emphasis shifts from parent-company-first to child-brand-first. This affords the child brands the prestige of its parent brand, while affording it its own market identity and autonomy.