A stretch too far: the challenge of the master brand

Timothy F. Munoz

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 among the master brands that seem to have it all: reputational capital, a track record of high performance, respected management teams, a unique culture, and the essential element of all successful brands a clear and distinct promise to the marketplace.

However, as more and more marketers are experiencing, to maintain the value of a corporate master brand, companies must...

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