Brands can use a masterbrand strategy to position a brand or launch a new variant, manage a large portfolio or bring its purpose to life. It is a strategy increasingly used by the biggest FMCG companies. Brands should not let growing portfolios dilute the masterbrand equity or take away focus from its strategic priorities.
A masterbrand is a dominant, overarching brand that serves as an anchor point for all its various products, brands and services. Examples of masterbrands include General Electric, Virgin, Coca-Cola, Disney, Diageo, Unilever and P&G.
A masterbrand strategy is one that creates campaigns or executions at...