Glossary/Brand & Performance Marketing/House of Brands
Brand & Performance Marketing
House of Brands
A brand architecture where a parent company runs many separately named brands, like Procter & Gamble's Tide and Gillette.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
A house of brands is a brand architecture in which a parent company owns many separately named brands, such as Procter & Gamble with Tide and Gillette. Each brand has its own identity and positioning, often with little visible link to the parent. This lets companies target different segments and isolate reputational risk.