The 3 A's of masterbranding: Ambition, Audience and Adaptability

Nick Liddell

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

The 3 A's of masterbranding: Ambition, Audience and Adaptability

Nick LiddellThe Clearing

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...

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