Brand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management
