Master brand

master brand 

A master brand is the parent brand of a company under which it sells different products. A master brand is used to connect all the products of a company. The products of the company might have their names and separate brand names. But they are sold under the master brand name to make consumers believe that the products contain the goodness of master brand.

A business is started with the sale of one product, and when the company becomes successful in selling one product, then it uses the name of its brand to sell other products to expand their business.

Take the example of Apple. It entered the market with Apple I in the year 1976. After the success of Apple computers, apple introduced many other electronic products such as iPad, MacBook, iPhone, apple’s AirPods, etc. All of these products are introduced with their separate names but are sold under the name of the master brand name “Apple”.

A company doesn’t need to sell related products. There are several examples of successful companies that are selling products that are not related to one another. Even though the child brands of a master brand can operate independently, but they will always be differentiated from the similar products of other companies based on their master brand.

The brand name of a master brand impacts the image of its child brands. Let us take the example of ITC Tobacco company. ITC was introduced in 1910. It sells various products such as cigarettes, stationery products, LIfestyle goods, processed foods, incense sticks, greeting gifts, and personal care products. But primarily it generates its revenue by selling tobacco products.

Many people are against the sale of tobacco, and due to which they also boycott using products produced by ITC company. However, the ITC master brand has several child brands under it, such as classmates, Fiamma Di Wills, Savlon soaps and hand wash, Essenza De Wills, engage, etc.

The master brand of the company will be mentioned on the products of child brands of the company. This is done to sell different products to the consumers who buy products not influenced by the price of products but by referring to their brand’s name.