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We all know the basics of branding, what about Masterbranding? What sets its apart from other types of branding and is it a useful strategy? Read on to find out.
Branding can be used to identify a company or its individual products. In the case of Masterbranding, there is one overall trademarked type of branding used and descriptive names for the products and services the brand offers. These descriptive names are not trademarked nor are they trademarkable due to their descriptive nature.
The Masterbrand dictates certain characteristics that are used in the aspects of the branding process. These include consistent taglines, colors, logo design package and a descriptive name.
Masterbranding has a number of benefits. These include:
· Maximizing brand awareness by focusing marketing on a single strategy or image.
· Improved customer communication: Since products and services are described with descriptive names, it makes it easier for customers to understand the products you offer.
· Brand marketing costs are lower due to the use of descriptive names. Because these names do not need to be trademarked, companies can save on this expense. Also, there is no need to spend money on separate and brand packaging design, imagery, etc.
· Masterbranding makes it easier for mergers, acquisitions or rebranding that occurs at a future point.
Although Masterbranding can be a great solution under certain circumstances, there are other times when it is not advisable. This can be the case if:
· The primary audience for your products or services vary.
· Your products and services do not fit together under one brand promise, personality and position.
For instance, if some of your products are luxury while others are economy, you would not want to advertise under one Masterbrand.
Although Masterbranding has a number of benefits, it can have some drawbacks as well. Advertisers often get bored when they are constantly advertising under one Masterbrand. They begin creating subbrands to be more innovative. However, when this occurs, they run the risk of overbranding and become clogged with too many names, designs and taglines which can be confusing for customers.
To Masterbrand or Not to Masterbrand?
Due to the pros and cons, the decision or whether to Masterbrand or not can be a tough choice. You may want to consult with an expert to decide what is best for your company.
Lien Design is a design branding agency that can help you make this important decision. In addition to that, they can help you with a number of aspects of your marketing strategy so that your brand will be relevant and one of the first ones customers choose when browsing grocery or department store aisles. Find out how Lien Design can guide you to create the best kind of branding for your company.
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