A stretch too far: the challenge of the master brand

The success of the branding concept is most dramatically illustrated by the way in which many large companies have skilfully integrated their offerings into corporate master brands.

A Stretch Too Far: The Challenge Of The Master Brand

Timothy Munoz Prophet

In the marketing firmament, no star shines brighter than the corporate master brand. General Electric, Disney, Virgin, Mercedes, Coca-Cola, FedEx, Starbucks and Wal-Mart are all...