Masterbrand or Monolithic or Umbrella Architecture

This is the simplest type, where all units and divisions of a business share the same brand. The brand name is used for different but related products. It involves creating a brand equity for a single brand. It is also referred to as Corporate, Umbrella, or Parent brand. In this type, the product or service benefits are less important than brand promise. It drives purchase decisions and defines consumer experience.

Monolithic Brands

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