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Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

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.

Case Study

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.

Case Study

This case study details how McVitie's, the biscuit brand, united its portfolio of individual products in the UK under a unified master brand.

Research Paper

Brand equity and customer equity, respectively, constitute the value provided by brand and customer portfolios to companies.

Research Paper

Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

Case Study

Integrity Windows and Doors wanted to position its composite fiberglass product range in a way that would directly take on vinyl - the Goliath of its category.

Research Paper

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.

Article

How to build lasting brands and brand `families'- a discussion and a framework for thinking about `brand architecture' that will meet all the goals of the organisation, and how to achieve it.