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Definition of 'Masterbrand'
A specific overarching brand name that serves as the main anchoring point on which all underlying products are based. Masterbranding attempts to create a strong association between a company's products and what the brand represents. While individual products will always have their own names/brands, it is the masterbrand that contributes to the consumer's belief that the product is different compared to all others in its class.
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Investopedia explains 'Masterbrand'
For example, Intel is one masterbrand with several subsequent product offerings such as Pentium, Centrino and Core Duo. While each one of these products offers a different level of performance, it is the Intel brand that allows a consumer to believe that the chip he or she purchases will have the same high level of quality as all other Intel products.
Successful implementation of a positive masterbrand is one way for a business to create an economic moat.
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Search results for 'Masterbrand'
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http://stocks.investopedia.com/stock-analysis/2012/Fortune-Brands-Lacking-Security-FBHS-MAS-CX-USB0207.aspx
... Fortune Brands Home & Security (NYSE:FBHS) owns a number of leading brands, including
Master Lock locks, MasterBrand cabinets and Moen faucets. ...
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