umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. a dual branding strategy addresses the problem of using only one brand name for a new product launch. consumers tend to evaluate new products not only by positive brand equity but also if the brand’s concept is consistent with their extended products.
relating the theory to consumer evaluation of products, a consumer already possesses pre-existing schemas from past experiences with certain brands and therefore new products are evaluated based on the existing schema the consumer has with the certain brand.  a major risk of utilising umbrella branding is that it may result unsuccessful in promoting new products if the company does not have a strong brand equity. virgin has 33 branches that operate under the virgin name; however, the practice of umbrella branding is observed in their industry-specific brands (e.g. similar to procter & gamble, unilever implements umbrella branding within the individual brands it creates including: apple inc. is an american multinational technology corporation that develops and sells a range of consumer electronic goods and services.
it can often be a challenge to understand the relationships between products and their brands. the decision to use an umbrella brand for a new product is akin to using an existing factory to build a new product. if a new product needs to be launched and it is aligned with the original brand without much change, then it makes sense to have both products under an umbrella brand. yet the brand seems to avoid brand dilution, and their products command a premium price point in all the categories in which they compete. they started making passenger vehicles in 1988 and became the first company to make a car entirely in india. it is a cleaning pad with cleaning fluid infused in it and is that is slightly abrasive, meaning the pad sands off a thin layer of whatever it’s scrubbing. having an unfocused product strategy can lead to a thinning of the organization’s resources and a dilution of the brand. the reason is that they are a manufacturer, distributor, and retailer.
armor all is a brand that intends to give these people everything they could need to have their vehicles looking and smelling their best. the brand is very meaningful to the people of the baby boomer generation and the silent generation. timeshares are for people who would have purchased a vacation home, but instead, they can buy shares and enjoy the flexibility of going to many different options for their vacations. the best buy brand had earned a high degree of trust from customers when they buy electronics, which can be a risky and confusing proposition for many people. it goes to show that developing a sense of trust with your brand now can open up new opportunities in the future. they understand that their success and reputation in sport makes possible the fashion aspect of the brand. but pokémon is an interesting example of an umbrella brand because it has always been an umbrella brand, and its success came from the synergy between its different products. and all of these use the ge brand. colin finkle is a brand marketer and designer with 14 years of experience helping fortune 500 companies, and now passionately helps canadian entrepreneurs and public figures at the brand marketing agency, nordeau.
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