Branding a parent company

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Marketing Technology
We currently have a parent company in place. the parent company has a well known reputation in its respective market. It has 2 subsidiaries. It also have a division, which has grown to become a company in its own right and will become a subsidiary now as well. Everyone agrees on this point.

The subsidiaries are similar business lines, 2 slightly compete with each other but not in the same geography. The biggest difference between the parent and subsidiaries are the geographies they target.

There is a common theme amongst all companies in terms of product/service offerings.

Question is: As the 'division' is now becoming it's own company, should there be a 'holding company' instead that then houses all 4 (parent company would no longer be the parent, it would be one of the holdings), as well as the other 3.

Is there anything to be lost by making the parent at the same level as the rest and having a holding umbrella instead. We downplay the parent for the other subsidiaries as they have their own strong brands.

Trying to figure out the pros and cons of this.....

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