Glossary
Brand terms,defined plainly
Definitions of the terms buyers ask about when they plan brand strategy, architecture and identity work, each linked to the Vantage guide or case study behind it.
E
Endorsed brand
An endorsed brand is a brand that keeps its own name and identity while carrying a visible link to a parent brand, such as "by" or "a member of" the parent.
M
Masterbrand
A masterbrand is the lead brand in a portfolio: the name that drives choice across most or all of an organisation’s offers.