This article 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.
Design Business Association, Bronze, Design Effectiveness Awards, 2016
This case study demonstrates how Saffola, the Indian food brand, reinvigorated its brand as it moved into the breakfast category to compete with global giants moving into the marketplace, achieving 67% market share in the flavoured oats category.
Helena Palla, Paula Felice and Paulo Carramenha, ESOMAR, Latin America Conf, Mexico City, October 2004
Having followed the implementation of a project conducted in eight European countries under the coordination of Research International UK which identified cool brands in six product categories, we decided on a similar project in order to understand the relevance of a cool concept and its relationship with brands in Latin America.