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...