Branding remains a significant strategy employed by companies to position their products in the market. Each company prefers branding strategies that suits its marketing activities. There are a number of branding types though the most common are two; branded house and house of brands.
Branded house strategy entails a company having a master brand with other sub-brands that do not detach from the main brand. The product names of the sub-brands have the name of the master brand for easy recognition by the consumers (McQueen, 2015). A considerable of a company using branded house strategy is Virgin that produces health and generic related products.
Figure 1: Virgin house of brand strategy
House of brand also known as free standing brands entails a company producing a variety of products that have separate identities from that of the master brand. Each brand has its na
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