STR-428 Understanding Master Brands: A Saugatuck Framework for IT Ecosystem Positioning and Power

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Understanding Master Brands: A Saugatuck Framework for IT Ecosystem Positioning and Power

Document:                    STR-428
Date of Publication:       January 24, 2008
Number of Pages:          8
Lead Author(s):              C. Burns, B. Guptill
Price:                            $295 USD

Perspective Summary:

Practically every market for hardware, software, and services has the following hierarchy:

	A top-tier, “Master Brand” layer with 3 to 5 leading brands, continually acquiring and consolidating
	A middle, “transitory” tier with growing, shrinking, rising, and falling vendors
	A huge bottom tier with thousands of small, niche, and tech-specific developers and providers

Understanding how these hierarchies work, and especially the relationships within them, is key to developing and refining IT vendor market strategy, from competitive offerings to alliances and channels.

Developed and refined over the past five years, Saugatuck’s “Master Brand” IT Vendor Ecosystem Scenario has been used by leading IT systems and software vendors worldwide in the development of strategies for markets, offerings and partners/channels. In this Perspective, Saugatuck presents and discusses its IT Vendor Ecosystem Scenario. This includes defining and explaining the term Master Brand, positioning how different technologies and markets can have one or more Master Brands, and how positioning as a Master Brand influences relationships between user and vendor management.

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