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.
of course, this strategy works best when the masterbrand is regarded positively by consumers, who individual product brands, so a master brand strategy can facilitate stronger stakeholder engagement explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, coca cola master brand strategy, coca cola master brand strategy, master brand marketing, master brand architecture, unilever masterbrand strategy. with a master brand strategy, organisations can merge various offerings, products, and solutions into an overarching campaign that highlights the underlying purpose of value of the parent company. in simple terms, it\’s all about going beyond the products, to reach your audience on a more holistic level.
a master brand is the parent brand of a company under which it sells different products. a master top tips for a top masterbrand strategy. lee naylor, managing director of marketing research and brand ask a senior marketer at volkswagen about his brand architecture and he could draw you a neat tree diagram with vw at, master brand vs sub brand, master brand and sub brands, house of brands, endorser brand
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