Consolidate brands, strengthen growth: Evernine presents sales-oriented brand development strategy for portfolio companies
Systematic brand architecture: four models, one goal
Building on this strategic approach, Evernine presented four clearly differentiated models of brand architecture that can be used in a targeted manner depending on the company structure and growth strategy. Especially in B2B markets with multiple products, business units or companies, choosing the right brand structure is crucial for market understanding, sales performance and long-term brand management.
The models presented range from the branded house, in which all offerings are bundled under a strong umbrella brand, to the house of brands, in which each brand operates autonomously, through to endorsed brands and hybrid architectures that combine central management with decentralized flexibility. Real-life use cases were used to show which strategy works best in which situation - depending on target groups, internationalization or the degree of integration following acquisitions, for example.
A frequently chosen solution: the branded house. For many B2B companies with a buy & build strategy, the branded house can be a particularly effective model - especially when efficiency, scalability and a consistent market presence are paramount. However, the individual context always remains decisive; depending on the degree of integration, target group structure and strategic orientation, a different architecture model may also be more suitable.
Case Insight: How dataglobal became a strong umbrella brand
Evernine presented a particularly vivid example of the successful implementation of a consolidated brand approach with the dataglobal Group project - a group of companies focusing on digital workplace solutions, IT security and ECM. The starting point was a highly fragmented brand landscape: several independent companies operated under their own brands, each with their own individual websites, communication styles and target group approaches.
In a multi-stage process - from the brand and website analysis to the development of a joint brand strategy and the relaunch of the website as a central communication platform - dataglobal was further developed into a consolidated umbrella brand. The chosen architecture: a clearly structured branded house that bundles all solutions under a common vision (“The world is your workplace”) and consistent storytelling.
This has also enabled the Group to make measurable progress in areas such as SEO, lead generation and employer branding. This example shows how a well-thought-out brand strategy can turn complexity into clarity and pave the way for sustainable growth.
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