HomeResearch Articles Master Brand Architecture: Benefits and Considerations

Master Brand Architecture: Benefits and Considerations

  • B-to-b organizations employ three basic types of brand architecture: master brand, product brand or hybrid
  • A master brand approach is best for most b-to-b organizations because it places the focus on organizational capabilities and the value of a long-term relationship
  • Multiple product sub-brands can create message confusion, impede the move to solutions and increase marketing and sales support costs
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