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Article: PRO-UMBRELLA BRANDING.
- Article from:
- Marketing Week
- Article date:
- November 12, 2009
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Argument: The master brand has to be acknowledged on products because it commands trust, respect and loyalty
For large companies that sell products across an array of sectors, the master brand is the most important part of their consumer-facing marketing. These firms believe that their corporate brand name is the most recognisable thing to customers and is regarded as a mark of trust by them.
Tesco commercial director Richard Brasher claims: "Our brand is centred around the quality and service customers want and have come to expect from Tesco. We use this brand on own-label goods because it is our way of extending that trust and helping our ...