Masterbrand

AAA

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.

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.

RELATED TERMS
  1. Corporate Umbrella

    A masterbrand that provides structure for and lends credibility ...
  2. Advertising Allowance

    Money that a product manufacturer or service provider pays to ...
  3. Economic Moat

    The competitive advantage that one company has over other companies ...
  4. Patent

    A government license that gives the holder exclusive rights to ...
  5. Marketing

    The activities of a company associated with buying and selling ...
  6. Barriers To Entry

    The existence of high start-up costs or other obstacles that ...
Related Articles
  1. Professionals

    Advertising, Crocodiles And Moats

    Memorable advertising is a brick in the fortress that keeps competitors at bay.
  2. Investing

    What is an economic moat?

    The term economic moat, coined and popularized by Warren Buffett, refers to a business' ability to maintain competitive advantages over its competitors in order to protect its long-term profits ...
  3. As technology has evolved, the landscape of the music industry has changed from radio broadcasts to mp3 and now streaming services.
    Entrepreneurship

    Will Pandora And Spotify Disrupt Music Royalties?

    As technology has evolved, the landscape of the music industry has changed from radio broadcasts to mp3 and now streaming services.
  4. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.
    Professionals

    What is a SWOT Analysis?

    SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT analysis is a management tool used to identify strategies for success. It may be used to guide individual thinking, group ...
  5. Personal Finance

    How does Kickstarter make money?

    Learn how Kickstarter earns its profits, and how users raise money to get the funding they need to make their grand plans reach fruition.
  6. Investing Basics

    What Can an Investor Learn from DuckTales?

    "DuckTales" told the story of Scrooge McDuck. Are there any lessons for an adult investor you might have missed as a child?
  7. Ten things that set successful entrepreneurs apart.
    Entrepreneurship

    10 Characteristics of Successful Entrepreneurs

    Being a successful entrepreneurs requires more than just an idea or a lot of money. Here are ten things that set successful entrepreneurs apart.
  8. Home & Auto

    Don't Be Misled By Investment Advertising

    Investment companies and brokers want to sell. Unfortunately, this can result in promotional material that is not entirely frank, or far worse, truly misleading.
  9. Market segmentation is a process marketers us to group similar consumers together.
    Professionals

    Market Segmentation

    Market segmentation is a process marketers us to group similar consumers together. Why do they do this?
  10. Fundamental Analysis

    The Green Marketing Machine

    Don't let corporations greenwash their dirty laundry. Learn how to spot a phony.

You May Also Like

Hot Definitions
  1. SWOT Analysis

    A tool that identifies the strengths, weaknesses, opportunities and threats of an organization. Specifically, SWOT is a basic, ...
  2. Simple Interest

    A quick method of calculating the interest charge on a loan. Simple interest is determined by multiplying the interest rate ...
  3. Special Administrative Region - SAR

    Unique geographical areas with a high degree of autonomy set up by the People's Republic of China. The Special Administrative ...
  4. Annual Percentage Rate - APR

    The annual rate that is charged for borrowing (or made by investing), expressed as a single percentage number that represents ...
  5. Free Carrier - FCA

    A trade term requiring the seller to deliver goods to a named airport, terminal, or other place where the carrier operates. ...
  6. Law Of Supply And Demand

    A theory explaining the interaction between the supply of a resource and the demand for that resource. The law of supply ...
Trading Center