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.

2 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!

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