Axe (by Unilever) has a range of similar products that use the same family brand (Axe deodorants, Axe shampoos, Axe shower gels, Axe hair stylers,
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.[1][2] Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace).[3] All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name.[4] Hence, umbrella branding may be considered as a type of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines (e.g. brand extension).[5]
^Fry, J. N. (1967). "Family branding and consumer brand choice". Journal of Marketing Research. 1 (Pre-1986): 237–247. doi:10.2307/3149455. JSTOR 3149455.
^Röwekamp, Josephine (May 2010). "Under one umbrella? Step 3 in brand development: Brand architecture" (PDF). kleiner und bold GmbH. KU Gesundheitsmanagement. Retrieved 21 October 2015.
^Pullig, Chris (June 2008). "What is Brand Equity and What Does the Branding Concept Mean to You?" (PDF). baylor.edu. Baylor University. Retrieved 26 October 2015.
^Erdem, Tülin (1 August 1998). "An Empirical Analysis of Umbrella Branding". Journal of Marketing Research. 35 (3): 339–351. doi:10.2307/3152032. JSTOR 3152032.
^Kapferer, Jean-Noël (2008). The new strategic brand management: creating and sustaining brand equity long term. Kogan Page Publishers. pp. 364. ISBN 978-0-7494-5085-4.
Umbrellabranding (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...
Nations umbrella organizations Big tent Federation Supraorganization UmbrellabrandUmbrella company Umbrella fund Umbrella school Umbrella term Legal...
and create brand awareness. Today, "brand ambassador" as a term has expanded beyond celebrity branding to self-branding or personal brand management....
multiproduct branding is also known as corporate branding, family branding or umbrellabranding. Examples of companies that use corporate branding are Microsoft...
competitive realities brands face in the marketplace. There are three key levels of branding: Corporate brand, umbrellabrand, and family brand – Examples include...
"Heartbrand" brandumbrella, so called because of the brand's heart-shaped logo. Heartbrand – ice cream. Umbrellabrand for most global ice-cream brands identified...
Individual branding contrasts with umbrellabranding and corporate branding, in which the firm markets all of its product together, using the same brand name...
approximately US$85 billion in assets under management. Sequoia is an umbrellabrand for three different venture entities: one focused on the United States...
Regional Initiative was founded. The introduction of the Moselle as an umbrellabrand was based on that of the Eifel region and covers products and services...
2008. As of 2019[update], iHeartRadio was functioning as the national umbrellabrand for iHeartMedia's radio network, the largest radio broadcaster in the...
marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived...
billion. In April 2022, FlixMobility GmbH was renamed Flix SE and the umbrellabrand FlixMobility was replaced by Flix. FlixBus launched its first three...
behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products...
Columbia House was an umbrellabrand for Columbia Records' mail-order music clubs, the primary iteration of which was the Columbia Record Club, established...
subsidiary markets products under the Sansui brand, among others. Sansui is thus a mere umbrellabrand at present. This radical change in Sansui's corporate...
June 2022, the Media-Participations group announces the creation of an umbrellabrand Ellipse Animation which brings together its production labels in France...
Limited for reportedly under Rs. 100 crore. Then Bunge made Dalda an umbrellabrand (brand repositioning) and started selling different types of refined oils...
the CyberAgent digital advertising company. CyberFight serves as an umbrellabrand for three promotions: Pro Wrestling Noah, DDT Pro-Wrestling and Tokyo...
platform functions as a music recommender system and is the national umbrellabrand for the company's radio network aggregating its over 235 local radio...
Wrestling All Japan Pro Wrestling Big Japan Pro Wrestling CyberFight (umbrellabrand) DDT Pro-Wrestling Pro Wrestling Noah Tokyo Joshi Pro-Wrestling Ganbare...
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