masterbranding is one of the main tent-poles in branding architecture that aims to link a company’s product-lines with the key values the brand represents. while individual products may have their own names and brand identities, the masterbrand is instrumental in contributing to consumer beliefs that products stand alone in their classes. a masterbrand, in effect, creates a single corporate trademark for a variety of products in a portfolio of offerings. the intent is to link affiliates under the masterbrand, even though they may operate independently, and may serve vastly different functions. masterbranding is part of a branding architecture landscape that also includes sub-branding and portfolio branding.
sub-branding may be described as affiliated brands that have little in common with the masterbrand. in portfolio branding, a parent company features a portfolio of brands that are kept separate and distinct. intel corp., another prime example of a masterbrand, has several competing product offerings under its banner. while each one of these products offers a different level of performance and sells at a different price point, it is the intel brand that lets consumer believe that the chip he or she purchases will have the same high level of quality as all other intel products—regardless of the sub-brand. masterbranding has a number of benefits, such as the creation of better brand awareness and lower marketing costs. successful implementation of a positive masterbrand is one way for a business to create an economic moat.
the current business conditions that make a master brand strategy more attractive today are best understood in the context of the benefits that such a strategy delivers: efficient impact. with a master brand strategy, a company is able to build longer-lasting customer relationships. instead of customers abandoning the brand altogether when they “graduate” out of a product, they are more likely to shift to another offering in the master brand portfolio. emphasizing its master brand gives a company flexibility in brand portfolio management and in advertising and promotion.
by conveying credibility, quality perceptions, and sometimes simply familiarity, master brands make the introduction of new sub-brands easier and usually more successful. a master brand strategy creates strength in numbers and establishes a competitive moat of sorts around the smaller brands in the corporate portfolio. these groups tend to form relationships and derive value from master corporate brands vs. individual product brands, so a master brand strategy can facilitate stronger stakeholder engagement and appeal. of course, a master brand strategy continues to carry risks and present limitations. with the more universal message and broad outreach that characterizes master brand efforts, companies aren’t able to reach out to discrete customer groups and develop as personal of connections with customers.
procter & gamble is particularly well-known for strategically engaging in portfolio branding. intel corp., another prime example of a masterbrand, has several competing product offerings under its banner. at one time, intel offered a full range of computer processors, such as pentium, centrino, and core duo. while companies that operate multiple business units or multiple product lines have always had the option of employing a master brand strategy (such as bmw with 3, 5 and 7 series models), branded house strategy (such as proctor & gamble with ivory, pampers, and tide brands), or some alternative in between (such as sony the brand name of a master brand impacts the image of its child brands. let us take the example, coca cola master brand strategy, coca cola master brand strategy, unilever masterbrand strategy, master brand marketing, master brand architecture.
explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant for example, when ibm was still often seen as a mainframe monolith, the launch of its thinkpad laptop helped to here’s an example of how these 5 connections would look for the special k brand. slide1. brand values should, master brand vs sub brand, master brand and sub brands, house of brands, endorser brand
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