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.