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February 25, 2025 - 3 Min Read Brand building for corporate groups

Brand architecture decides between success and chaos

B2B companies often find themselves at a critical turning point in their transformation – whether through acquisitions, mergers, or strategic realignment – and must transform individual companies into a powerful group. While the focus is often placed on synergies in processes, sales, and technology, brand structure is frequently neglected – with fatal consequences.

Without a clear brand architecture, not only the external image suffers, but the entire internal identity as well. Customers, partners, and even employees no longer know what the group actually stands for. That is why it is essential to develop a well-thought-out strategy that defines how the individual companies relate to one another – and how the brand presents itself externally.

The central question: how do we organize our brands?

The right brand architecture depends on several factors:

Strategic orientation: Should the companies be managed closely under a unified brand or deliberately appear independently?
Synergies & target groups: Are there overlaps in markets, products, or customers?
Reputation & market value: Are there established brands strong enough to stand on their own?

Three models have proven effective:

Branded House

One strong umbrella brand for all

In a branded house, all group members appear under a single, unified brand. This structure is used, for example, by EDAG or B+L, whom we supported on their way to becoming a corporate group.

Advantages:

✔ Unified brand strength & high recognition value
✔ Efficient marketing budgets, since only one brand needs to be managed
✔ Clear positioning and simplified communication

Disadvantages:

✘ Less flexibility for niche or specialized companies
✘ Risk: if the main brand suffers, all group members are affected
✘ High coordination effort for product launches and strategic changes

Who is it suitable for?
The branded house is ideal for corporate groups with similar products, target audiences, or technologies. It is especially effective when a company wants to build a strong, consistent brand and maximize synergies.

House of Brands

Independence as a success strategy

In this model, companies retain their own brands and operate independently in the market. Well-known B2B examples include Bosch, which manages Rexroth and Dremel alongside its main brand, or General Electric with its various subsidiaries.

Advantages:

✔ High flexibility for target groups and markets
✔ Protection of individual brands – an issue with one brand does not harm the others
✔ Ability to retain brands with strong market value

Disadvantages:

✘ Higher marketing and communication costs, since each brand must be managed individually
✘ Fewer synergies and lower recognition value
✘ More complex corporate structure

Who is it suitable for?
The house of brands approach is suitable for companies with very different business areas or when existing brands with strong market relevance are integrated into the portfolio.

HYBRID HOUSE

The flexible mix

Many companies opt for a modern mixed form, the so-called hybrid house. In this model, there is an umbrella brand under which some companies are visibly integrated, while others remain independent. A good example is Schneider Electric, which strengthens its main brand while also retaining independent brands such as AVEVA, APC, and Merten for specific segments.

Advantages:

✔ Combines the strengths of both models
✔ Flexibility in strategic adjustments
✔ Ability to preserve strong brands while still leveraging synergies

Disadvantages:

✘ Requires a complex brand strategy
✘ Increased communication effort to ensure clarity in the market

Who is it suitable for?
The hybrid house is particularly suitable for companies that have acquired established brands with high relevance and are active in differentiated markets. When a tailored mix of brand autonomy and shared identity is desired, the hybrid house is the perfect solution.

Conclusion: why the right brand strategy is crucial

Choosing the right brand architecture is not just a design issue – it directly and sustainably impacts business success. An unclear structure leads to customer uncertainty, wasted marketing budgets, and a lack of internal identification.

That’s why it is essential to set the right course early on during integration. SYNBRAND has many years of experience advising B2B companies in transformation processes. We help develop the right strategy – so your corporate group not only grows but also builds a strong, future-ready brand.

Do you want to successfully lead your brand into the future? Then let’s talk!

Author: Anna

For more than a decade, Anna has enriched the SYNBRAND team. As a Senior Brand Specialist, she supports our clients with her dedicated designer’s eye and strategic brand expertise – from workshops to campaign implementation. Outside of agency life, Anna is fully committed as a mother of two or giving it her all on the beach volleyball court.

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