An all-encompassing brand name that acts as the primary anchoring point for all subordinate items is known as a master brand. One of the primary pillars of branding architecture, master branding, seeks to connect a company’s product lines with the essential principles the brand stands for.
Consumer perceptions that items stand alone in their classes are largely influenced by the master brand, even though individual products may have unique names and brand identities.
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Master Brand vs. Sub-Branding and Portfolio Branding
Sub-branding and portfolio branding are other components of the branding architectural landscape that encompasses master branding. Associated brands with little in common with the master brand are known as sub-branding.
Master Brand Advantages and Disadvantages
Advantages
Master branding offers a number of advantages, including lower advertising expenses and higher brand awareness. It might make it easier for companies to build economic moats and for brand mergers and customer feedback. A strong brand strategy can also attract supply chain partners and investors looking to profit from the brand’s success.
In a typical advertising approach, businesses market each of their distinct brands independently, emphasizing the unique qualities and benefits of each one. By using a single campaign that promotes the master brand over a variety of media channels, businesses can lower their advertising expenses.
Disadvantages
When using master branding, a corporation needs to be mindful that certain product lines or business segments could have particular marketing needs or demands that don’t always fit neatly into a single, rigid branding framework. This is particularly true if the products and sub-brands adhere to a mission and vision that differ.
With master branding, a business may convey its goals and core principles through a single cross-brand strategy. However, a business might not be able to successfully diversify its offerings under this technique.
How to Create a Master Brand Strategy
A business can help its other brands succeed by utilizing the strong reputation and track record of its flagship brand. It can convey the qualities and attributes that the master brand is recognized for in a single campaign, providing a shield for its subsidiary brands.
- Determine your main goal and focus on the values, advantages, and disadvantages of the master brand in order to develop a master brand strategy. Pay close attention to the qualities and attributes that your clients find most appealing.
- Clearly and succinctly convey these principles and characteristics in a campaign that elicits a favorable emotional response. Remind them of the reasons they have faith in your company.
- Through a variety of platforms, personalize your message to your customers and invite them to participate in the campaign. Brand ambassadors are a cheap and efficient way for brands to get more exposure and recognition.
- Examine how successful your plan was, and change any advertising that doesn’t appeal to the intended audience.
- Maintain your commitment to the company’s goal while carrying out the value that customers demand.Â
Real-World Examples
Virgin: Master of Master Branding
The Virgin Group is a British corporation. It has over 200 brands and 40 enterprises across five continents. Richard Branson and the late Nik Powell formed it in 1970. Every brand under the Virgin name upholds the same principles, aspirations, and mission. They aim to disrupt the market and transform business for the better. They emphasize innovation, entrepreneurship, and customer satisfaction. “Our values will always be the backbone of our brand,” the corporation emphasizes.
Coca-Cola
Coca-Cola is arguably one of the most well-known instances of master branding. Although people associate the name with red soda cans and curved bottles, Coca-Cola actually encompasses a wide range of sweet products, including Fanta and Costa Coffee.
Hershey’s
Reese’s Peanut Butter Cups, Cadbury Creme Eggs, Kit Kat bars, and other chocolate-based confections are all represented by Hershey’s. These goods were sold under various brands for a long time. The business then decided to combine all of its brands into a single campaign in 2016.
What Is a Master Brand Campaign?
A branding campaign aggressively promotes a company’s name and primary brand, marketing secondary brands and goods as extensions of the parent brand. By fostering brand awareness and trust, this kind of approach aims to increase customers’ propensity to purchase the company’s goods.
The Bottom Line
A parent brand, sometimes known as a master brand, is the umbrella term used in marketing to refer to a sizable family of subordinate brands and goods. To connect these different items with the ideals that the main brand stands for, marketing firms employ master brand techniques.
For more information, visit https://www.investopedia.com/terms/m/masterbrand.asp