Best Practice Report

Master Brand Architecture Benefits And Considerations

January 1st, 2018

Summary

Most B2B organizations favor a master brand strategy because it places a clear focus on organizational capabilities and the value of a long-term relationship. However, many B2B organizations sell a large number of differentiated product brands — often due to multiple acquisitions and the desire to maintain the acquired brands because of their perceived brand value — which can ultimately lead to cluttered portfolios and brand confusion. In this report, we define three brand architecture approaches — master brand, product brand, or hybrid — and make the case for the master brand approach, while recognizing certain exceptions.

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