The 3 A's of masterbranding: Ambition, Audience and Adaptability

Nick Liddell

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.

Brand models, architecture
Brand valuation
Brand management
Global

The 3 A's of masterbranding: Ambition, Audience and Adaptability

Nick Liddell The Clearing

Definitions

David Aaker and Erich Joachimsthaler may not have created the concept of a masterbrand, but they've done more than anyone to drive home the importance of brand portfolio strategy to the marketing community. Their 2000 book 'Brand Leadership' provides

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