Of all the models available for managing across different brand portfolios, the Masterbrand approach could be most suitable during times of change, explains brand growth consultant, Remona Duquesne.

Why it matters

As companies seek new routes to growth, many companies are expanding into new categories, to reach new audiences. Expanding across business-to-business (B2B) and business-to-consumer (B2C) portfolios requires marketers to rethink of how the brand is managed. The usual approach may no longer apply when reaching new audiences, with different need states.

Key takeaways

• There are three main types of brand architecture systems: ‘masterbranded’, ‘house of brands’ and ‘hybrid’.
• The...