Before joining Dix & Eaton recently, I worked for a corporation with an array of brands under its umbrella. Through an acquisition, the organization had grown from about eight brands to around 15, and the question came up – should we push the “master brand,” or parent company, now that the company is a powerhouse of brands?
I think the answer should be “yes” for B2C and B2B companies alike.
With industries consolidating and companies acquiring competing businesses and brands, it can be challenging to keep all of the product brands top-of-mind. Promoting the master brand, or parent company, can help build brand awareness and loyalty to key stakeholders, including:
- Analysts and Media: Recognizing all of the brands that fall within the public company can assist…