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Within Cargill’s masterbrand identity strategy, there exists a brand spectrum. Brand identity guidelines differ from Cargill Brand, to Business–to–Business Product brands, to Business–to–Consumer brands.
Most communications should follow application guidelines for the Cargill Brand. However, if you are creating literature, advertising or packaging for a specific product, determine the appropriate Product Brand “level” and then review the corresponding application guidelines before designing your communication or package.
The diagram illustrates each of the Product Brand levels abstractly. You’ll see the Cargill masterbrand becomes visually less prominent (relative to other brands) as you move from left to right along the spectrum. Click on the image or link to learn more about each Product Brand level.
Still not sure where your product or brand fits? Review our Product Branding Decision Process tool to determine the appropriate Product Brand level for your product, service, or other branded offering. |
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