An umbrella brand can be referred to as a brand when a group of products possess the same brand name which is known as a family brand or an umbrella brand. Different products having different images are put together under one major brand or parent brand and are marketed by the firm. Umbrella branding does not mean that the whole product portfolio of a firm will fall under one brand name as company can go for different approaches of branding for different product lines.
Read more about Umbrella Brand: Examples, Merits of Umbrella Branding, Demerits of Umbrella Branding, IMPORTANCE of UMBRELLA BRANDING
Famous quotes containing the words umbrella and/or brand:
“There are certain things—as, a spider, a ghost,
The income-tax, gout, an umbrella for three—
That I hate, but the thing that I hate the most
Is a thing they call the Sea.”
—Lewis Carroll [Charles Lutwidge Dodgson] (1832–1898)
“Tell me what brand of whiskey that Grant drinks. I would like to send a barrel of it to my other generals.”
—Abraham Lincoln (1809–1865)