What is Umbrella Branding?

By on December 9, 2011

An umbrella branding strategy, is a marketing practice that involves selling many related products under a single brand name. Unlike individual product branding, which uses different brand names for different products, umbrella branding uses a single brand name, and in some cases logo, for different products.

Umbrella branding offers several benefits to marketers. They include

  • Extra Brand Creation not required
  • Single spend on advertising (for all products)
  • Dependant perception: The perception depends on the main brand
  • Easier launch of new products
  • Better response to new products when compared to individual branding
Umbrella branding involves creating huge brand equity for a single brand, and thereafter leveraging that over multiple products. Umbrella branding is also known as family branding. It is very common to find umbrella branding in FMCG products.
On the flipside, bad reputation of any one product, may affect the equity of all the other products using the same brand name. In India, umbrella branding is used successfully by Amul for dairy products, Tata for its FMCG products like Tata Tea, and Tata Salt, and Kingfisher for alcoholic beverages, mineral water(see Surrogate Advertising), and Airlines. Wills also uses umbrella branding for its tobacco products, apparels, accessories, and soaps & shampoo.

About Arvind Ravikumar

Arvind believes that “Marketing is a function, inherent in every human being. A post graduate in Retail Management, he has worked with retail companies like Shoppers Stop and Spar, before venturing out on his own, and now is a successful entrepreneur running a manufacturing business based in Chennai, India. Click here to know more about him.

4 Comments

  1. pramod mohan

    August 24, 2013 at 12:39 pm

    Thanks Arvind ,

    • Arvind Ravikumar

      September 20, 2013 at 9:45 am

      You’re welcome! I hope you liked it! Keep coming back for more!

  2. Rahul Walia

    June 2, 2014 at 2:00 pm

    I would like to ask u that umbre
    lla branding will include branding products of one category type or it can be for different category example FMCG & Electronics same brand name for both will also be a umbrella branding?

    • Shiv

      June 15, 2014 at 8:22 pm

      Rahul, under umbrella branding the different product must have something in common. They cannot be totally unrelated categories. For example an electronics company can have a single parent brand name for all home appliances products like TV, refrigerator, washing machine all with or without their own sub brands. This will be umbrella branding. But if the same company starts marketing cosmetics under the same brand name, that will be brand extension, not umbrella branding.

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