umbrella branding

umbrella branding

a MARKETING tactic which involves a firm selling completely different products or different versions of the same general product under the same BRAND NAME. The attractions of umbrella branding are that it enables the firm to capitalize on the ‘goodwill’ accruing to an existing brand to facilitate the introduction of a new product and also ‘spread’ the cost of promoting a related group of brands. Buyers who have found the existing brand to be satisfactory will be ‘reassured’ the new product will also be satisfactory Umbrella branding thus increases marketing effectiveness and can reduce both the initial launch cost and the subsequent advertising and promotional unit cost of supporting the brand.

Hoover, for example, used its original ‘Hoover’ vacuum cleaner brand name to effect entry into the washing machine and other electrical products markets. Likewise, ‘Nestlé’ has employed the ‘Nescafé’ brand name to extend its coverage of the instant coffee market through new brand launches: Nescafé Gold Blend, Nescafé Blend 37, Nescafé Cap Colombia, Nescafé Alta Rica, Nescafé Decaffeinated etc. See ECONOMIES OF SCOPE.

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The umbrella branding has been created to reflect the common philosophy and culture of the group, infusing that common thread across these independently led companies.
In creating an umbrella branding the name that that best represented our character was the word Comniscient, which is essentially the word 'Omniscient' with a 'C' prefixed.
So we have brought it up to date and into the family of Cains brands and it now sits under the new umbrella branding of Cains.
The umbrella branding approach supports the Home Cafe brand with several products in different markets--each with its own communication and individual promise--while each product retains its brand name.
Asian Paints has embarked on an umbrella branding policy encompassing all its products and services.
SCA Hygiene Products is spreading the Velvet umbrella branding over its whole portfolio of branded tissue products and is padding out its Velvet marketing spend to 16m [pounds sterling].
The development of the company's umbrella branding strategy in chocolate is becoming more evident.
To that end, we have chosen an umbrella branding position - Business Process Automation (BPA) for IT Services - to refer to our offering of software and services that enable both IT PSOs and corporate IT departments to automate their core business processes for greater efficiency and profitability.
announced today its new focus, consisting of name changes for its current service offerings to fall under an umbrella branding, termed "CHEXpedite(TM) Electronic Payment Solutions.