The 3 A's of masterbranding: Ambition, Audience and Adaptability
Definitions
David Aaker and Erich Joachimsthaler may not have created the concept of a masterbrand, but they've done more than anyone to drive home the importance of brand portfolio strategy to the marketing community. Their 2000 book 'Brand Leadership' provides a succinct definition of what a masterbrand is and does. Concepts in marketing rarely achieve such enduring acceptance:
"A master (or parent) brand is the primary indicator of the offering, the point of reference. Visually, it will usually take top billing."
The masterbrand was identified by Aaker...