What we know about masterbrand strategies

Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

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...

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