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022			_a2333-6080
100			_aAnthony Koschmann _938815
245			_aEvaluating the House of Brands Strategy Using Brand Equity and Intra-Firm Loyalty
260			_aUSA _bAmerican Research Institute for Policy Development _cJanuary 2023
300			_a94-104
520			_aA common strategy of large firms is to own several brands in the same product category space (i.e., the „house of brands‟) to segment the market and leverage product capacity and distribution networks. However, a purely financial view of this strategy often overlooks whether these brands have truly segmented the market to find loyal consumer segments or the value of the brand relative to the competitive space. This research proposes evaluating the house of brands strategy through two measures: brand loyalty when competing against its sibling brands (intra-firm loyalty) and the brand‟s ability to generate value to consumers (brand equity). A framework using these two measures proposes four brand types (resonant, change of pace, niche, do-or-die). The framework is examined using large-scale household purchases of laundry detergent brands from two large firms. The results show that each firm has brands occupying varying positions in the framework, with a linkage between intra-firm loyalty and brand equity. Importantly, some brands are seemingly kept in the marketplace despite neither finding a loyal consumer segment nor generating brand equity. The research concludes with managerial implications in using the framework as a tool for evaluating the house of brands strategy.
650			_aBrand portfolio _938816
650			_aHouse of brands _938817
650			_aIntra-portfolio loyalty _938818
650			_aBrand equity
650			_aMarkov chain _938819
773	0		_053912 _982688 _aAmerican Research Institute _dAmerican Research Institute 2022 _o55513557 _tJournal of Marketing Management _z2333-6080
942			_2ddc _cJ/P
999			_c54896 _d54896