70:
China for the Minute Maid Orange Pulp juice drink launch. "A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A suggestive parent brand name communicates the benefits of the product category. A dual branding strategy addresses the problem of using only one brand name for a new product launch. After the successful launch of the first new product by a parent brand, marketers are able to launch other new products under other sub-brand names in the future to meet different consumer needs. Marketers may use the same parent brand to introduce different products to build scale for the brand, and are able to clearly differentiate the different product offerings under different sub-brand names. If a company acquires a brand from another company, a marketer may position the acquired brand as a sub-brand under the parent brand if the marketer has defined the business scope of the parent brand broadly enough and with a suggestive parent brand name."
168:) to their line and benefits from past marketing since consumers use previous information to make an inference about a product with the same brand name, allowing Apple to focus on promoting the corporate brand, rather than multiple individual brands. Additionally, the use of umbrella branding does not prevent companies from implementing other methods of brand extension, enabling them to remain flexible with marketing strategies. Finally, the success of one umbrella branded product may translate to other products under the same corporate umbrella due to the positive brand equity.
160:. This strategy reduces a firm's marketing costs due to the consumer-brand association through which consumers already recognize certain brands, making new products more easily identifiable. Consequently, the market entry for umbrella branded products is relatively inexpensive since reputable brands can take advantage of past marketing efforts. Furthermore, a company benefits from advertising efficiencies since umbrella branding focuses on the promotion of a single brand rather, than multiple ones. For instance, Apple Inc. adds new products (e.g.
568:
22:
379:
132:
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. This theory is quite similar to the categorization theory; however, the schema congruity theory places emphasis on the consumer's past experiences with the brand which is influenced by the surrounding environment.
289:
438:
499:
181:
branded product does not satisfy the consumer's expectations, the other products sold under the same brand are also likely to suffer. Thus, the company might result in a negative brand equity (also known as brand equity dilution). Thirdly, umbrella branding is only beneficial when promoting relatable products through which consumers could recognize the brand. For instance, the
189:(reduction in sales volume due to the introduction of a new product by the same company) may result when related products are introduced under the same corporate brand as internal product competition will lead to consumers choosing between products from the same brand, stunting future investment into product creation of the same product line under the corporate umbrella.
107:
are presented with. New information on certain products are categorized into various sections such as product class (e.g. beverage) and brand (e.g. Coca-Cola) and then stored. Afterwards, consumers evaluate the product quality through past experiences with the brand's products as well as the brand equity.
272:
Virgin Group Ltd. is a
British multinational branded investment corporation. Virgin is one of the world's most recognized brands, which has used various types of brand extensions, including umbrella branding. Virgin has 33 branches that operate under the Virgin name; however, the practice of umbrella
106:
The categorization theory is based upon the notion that consumers tend to categorize products by associating them to brands and their past experiences with those particular brands (stored in their category memory) in order to evade the initial confusion caused by the extensive choice of products they
110:
This theory also explains for the popularity of umbrella branding. 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. For instance, assuming that the consumer had satisfactory past experiences with the
428:
P & G create individual brands for different product lines and then implement umbrella branding within those brands in order to control profitable market sections. This strategy allows P & G to abstain from the risk of damaging the corporate brand's image from the release of an unsuccessful
78:
Umbrella branding is used to provide uniformity to certain product lines by grouping them under a single brand name, making them more easily identifiable and hence enhancing their marketability. All products under the same corporate umbrella (masterbrand providing structure and credibility to other
146:
Confirmation bias is a form of statistical bias, describing the tendency to seek for or interpret evidence in ways that support one's existing beliefs. After a consumer creates a preference of one brand over others, any additional feature that may be common between various brands will most likely
69:
Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names—dual branding strategy—by practitioners in
180:
new products if the company does not have a strong brand equity. Secondly, the consumer's experience with one umbrella branded product may affect their perception of other products and services falling under the same corporate umbrella as well as the brand itself. Consequently, if one umbrella
131:
are a human's personal cognitive representations of the environment that guide their perceptions, thoughts and actions. Schemas go through constant change as a human experiences and learns new information. Nonetheless, the new information is firstly evaluated on the basis of existing schemas.
56:
in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name. 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
494:
Apple Inc. is an
American multinational technology corporation that develops and sells a range of consumer electronic goods and services. Apple Inc. market all their products under their corporate brand name including:
591:
Brand of fruit-flavored carbonated soft-drinks that are manufactured in different variants, with the most popular flavors being: Fanta Orange, Fanta Orange Zero, Fanta Lemon, Fanta Lemon Zero and Fanta Fruit Twist
221:
Starbucks
Corporation (operating as Starbucks coffee) is an American multinational coffee company, which markets all of their products under their corporate brand name. Some products produced by Starbucks include:
147:
only strengthen the consumer's pre-existing preference, causing them to disregard other brands. Hence, a positive brand equity may not be as influential if a consumer already has a pre-existing brand preference.
155:
Umbrella branding has become a popular marketing practice utilized by companies due to its various potential benefits. Such marketing practice may create advertising efficiencies through the reduced costs of
563:
The Coca-Cola
Company is a multinational corporation manufacturing various beverages. The corporation also implements umbrella branding within the individual brands for various flavored beverages including:
445:
Unilever is a
British-Dutch multinational company providing various consumer goods. Similar to Procter & Gamble, Unilever implements umbrella branding within the individual brands it creates including:
1799:
79:
products of the corporation) are expected to have uniform quality and user experience (e.g. All products carrying the parent brand must be of the same high quality standards).
987:"Sponsorship and Congruity Theory: a Theoretical Framework For Explaining Consumer Attitude and Recall of Event Sponsorship by Emma Jagre, John J. Watson, and John G. Watson"
948:
Park, C. Whan; Milberg, Sandra; Lawson, Robert (1 September 1991). "Evaluation of Brand
Extensions: The Role of Product Feature Similarity and Brand Concept Consistency".
581:
Brand of carbonated soft-drinks that are manufactured in different variants such as: Coca-Cola, Diet Coke, Cherry Coke, Vanilla Coke, Coca-Cola Zero and Coca-Cola Life.
98:
Various theories attempt to explain a consumer's decisions and judgements during product purchasing that cause umbrella branding to be a successful marketing strategy.
119:, consumers would deem it more reliable and potentially of superior quality rather than if Apple would produce a new beverage due to Apple's past product line.
44:
practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive
185:
brand is associated to coffee-related products and therefore consumers would mainly recognize the brand on products related to the specific market. Lastly,
1059:
Lane, Vicki; Jacobson, Robert (1 January 1995). "Stock Market
Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity".
86:
The degree of commonality among the products falling under the corporate umbrella (e.g. Whether the products may act as substitutes for each other).
473:
Brand manufacturing a range of personal hygiene products including: shower gels, shampoos, conditioners, beauty soaps, perfumes and bath additives.
465:
Brand of personal care products for males and females such as: antiperspirants/deodorants, body washes, lotions, facial and hair care products.
127:
The schema congruity theory suggests that the storage of new information and retrieval of memory is majorly influenced by past expectations.
1859:
1807:
1206:
923:"The Prototypicality of Brands: Relationships With Brand Awareness, Preference and Usage by Prakash Nedungadi and J. Wesley Hutchinson"
759:
422:
Brand of over-the-counter medication including medication for cold & flu, cough relief, sinus relief and occasional sleeplessness.
29:) has a range of similar products that use the same family brand (Axe deodorants, Axe shampoos, Axe shower gels, Axe hair stylers,
1170:
Loken, Barbara; John, Deborah
Roedder (1 July 1993). "Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?".
412:
Brand of men's safety razors and other personal care products such as shaving gels, foams, skin care, deodorants and shower gels.
1142:
1647:
1520:
1343:
1216:
1125:
870:
375:
or
Pantene), umbrella branding is implemented within the individual brands. Some individual brands owned by P&G include:
593:
392:
Brand of haircare products, including shampoos, dry shampoos, conditioners, moistures, hair-styling products and others.
455:
Brand of male grooming products such as: deodorants, shower gels, body wash, shampoos, conditioners and hair stylers.
48:(value of a brand in a certain marketplace). All products use the same means of identification and lack additional
1829:
1970:
986:
922:
1776:
1980:
1746:
186:
353:
1985:
789:
364:
862:
213:
are examples of multinational companies that use umbrella branding in some of their product lines.
1867:
1282:
617:
402:
Brand of oral-hygiene products such as toothbrushes, toothpastes, dental floss and mouthwashes.
332:
1536:
1095:
612:
Other companies that have implemented umbrella branding in their marketing strategy include:
210:
177:
854:
1359:
1232:
337:
89:
The brand equity of a corporation (e.g. Whether the brand is known in its product market).
8:
855:
658:
478:
368:
202:
128:
1187:
1076:
1034:
965:
903:
835:
740:
653:
643:
312:
1643:
1516:
1339:
1257:
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866:
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663:
460:
157:
141:
1179:
1068:
1038:
1026:
957:
895:
827:
732:
638:
407:
327:
317:
21:
857:
The new strategic brand management: creating and sustaining brand equity long term
176:
A major risk of utilizing umbrella branding is that it may result unsuccessful in
1975:
1637:
1561:
1510:
1333:
1115:
1094:
Besanko, David; Dranove, David; Schaefer, Scott; Shanley, Mark (2012). "Part 1".
703:
693:
673:
648:
302:
53:
698:
678:
567:
58:
1143:"Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding"
1030:
1964:
1914:
347:
274:
1117:
The New
Strategic Brand Management: Advanced Insights and Strategic Thinking
818:
Erdem, Tülin (1 August 1998). "An Empirical Analysis of Umbrella Branding".
342:
307:
297:
282:
198:
45:
378:
688:
601:
547:
450:
288:
278:
165:
161:
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969:
907:
839:
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Brand of various fruit beverages, including 100 different fruit juices.
322:
112:
1890:"Skin care products and advice for Men & Women | NIVEA UK – NIVEA"
1837:
790:"What is Brand Equity and What Does the Branding Concept Mean to You?"
1586:
760:"Under one umbrella? Step 3 in brand development: Brand architecture"
576:
507:
437:
182:
41:
1183:
1072:
899:
831:
736:
483:
Company/brand that manufactures ice cream, frozen yogurt and sorbet.
367:, providing a range of consumer products. Although P & G create
82:
Factors that may determine the impact of umbrella branding include:
1940:"FedEx: Shipping, Logistics Management and Supply Chain Management"
961:
498:
206:
26:
1611:
1434:
1307:
387:
372:
116:
1688:
1562:"Health & Beauty Products UK | Beauty Product Online – Dove"
723:
Fry, J. N. (1967). "Family branding and consumer brand choice".
1768:
517:
397:
1738:
1713:
1384:
1233:"Starbucks Coffee Beans, Pods, Ground & Whole Bean Coffee"
886:
Fry, J.N (1967). "Family branding and consumer brand choice".
1663:
1093:
633:
621:
613:
586:
417:
273:
branding is observed in their industry-specific brands (e.g.
49:
363:
Procter & Gamble (also known as P&G) is an American
245:
Various types of drink-ware such as cups, mugs and tumblers.
1830:"Fanta Flavours | There's a fruity flavour for every taste"
1409:
1012:"Confirmation Bias: A Ubiquitous Phenomenon in Many Guises"
537:
527:
1889:
1258:"Buy Starbucks Green, Black Tea | Loose Leaf and Tea Bags"
1484:
1283:"Tumblers, Cold Cups, Starbucks Cups and other Drinkware"
1939:
277:, which was a subsidiary of Virgin Group that marketed
542:
Line of portable media-players developed by Apple Inc.
52:
or symbols etc. This marketing practice differs from
1587:"House of LUX Products – Feel Fabulous. Do Fabulous"
1332:Belleflamme, Paul; Peitz, Martin (13 August 2015).
920:
852:
253:
Various types of equipment such as coffee machines.
1537:"Axe Deodorant & Antiperspirant Product Range"
921:Hutchinson, J. Wesley; Nedungadi, Prakash (1985).
512:Line of personal computers developed by Apple Inc.
947:
1962:
1639:The Digital Crown: Winning at Content on the Web
1331:
532:Line of tablet computers developed by Apple Inc.
1335:Industrial Organization: Markets and Strategies
429:product, as the brands are not interconnected.
1512:Competitive Success, How Branding Adds Value
1058:
1800:"It's simple! Our new "one brand" strategy"
1140:
571:The Coca-Cola Company Corporate brand logo.
522:Line of smartphones developed by Apple Inc.
1915:"Marriott International | Marriott brands"
1010:Nickerson, Raymond S. (18 December 1997).
122:
115:would develop and sell a new version of a
1204:
1169:
1009:
1113:
757:
566:
558:
497:
436:
377:
287:
216:
101:
20:
1635:
624:(Global courier delivery corporation).
358:
1963:
1114:Kapferer, Jean-Noel (3 January 2012).
787:
292:Virgin Group Ltd. Corporate brand logo
1508:
1460:"Mens Shaving Products | Gillette UK"
1109:
1107:
1005:
1003:
817:
261:Various types of syrups and toppings.
1779:from the original on 25 October 2015
1749:from the original on 25 October 2015
1636:Leibtag, Ahava (17 September 2013).
1141:Miklos-Thal, Jeanine (28 May 2008).
981:
979:
382:Procter & Gamble corporate logo.
135:
1797:
1509:Davis, John Andrew (8 March 2010).
885:
722:
552:Smart-watch developed by Apple Inc.
13:
1104:
1000:
861:. Kogan Page Publishers. pp.
716:
14:
1997:
976:
1205:Iacobucci, Dawn (18 June 2001).
758:Röwekamp, Josephine (May 2010).
502:Apple Inc. Corporate brand logo.
192:
1932:
1907:
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1163:
1134:
1087:
1052:
267:
1338:. Cambridge University Press.
941:
914:
879:
846:
811:
781:
751:
616:(German personal-care brand),
258:Starbucks Syrups and Toppings
1:
1612:"Flavors | Ben & Jerry's"
888:Journal of Marketing Research
820:Journal of Marketing Research
725:Journal of Marketing Research
709:
489:
1360:"Procter and Gamble Company"
1019:Review of General Psychology
950:Journal of Consumer Research
853:Kapferer, Jean-Noël (2008).
7:
927:Acr North American Advances
788:Pullig, Chris (June 2008).
627:
432:
150:
93:
64:
10:
2002:
1435:"View all Oral-B products"
1150:peitz.vwl.uni-mannheim.de/
769:. KU Gesundheitsmanagement
620:(hospitality company) and
139:
73:
1515:. John Wiley & Sons.
1211:. John Wiley & Sons.
1120:. Kogan Page Publishers.
1031:10.1037/1089-2680.2.2.175
369:individual product brands
365:multinational corporation
229:Various types of coffees.
57:approaches for different
171:
61:(e.g. brand extension).
1308:"About us – Virgin.com"
197:Starbucks Corporation,
123:Schema congruity theory
111:company's products, if
1385:"Our Brands | P&G"
572:
503:
442:
383:
293:
237:Various types of teas.
30:
1287:store.starbucks.co.uk
1262:store.starbucks.co.uk
1237:store.starbucks.co.uk
1097:Economics of Strategy
894:(Pre–1986): 237–247.
767:kleiner und bold GmbH
731:(Pre-1986): 237–247.
570:
559:The Coca-Cola Company
501:
440:
381:
291:
242:Starbucks Drink-ware
217:Starbucks Corporation
211:The Coca-Cola Company
102:Categorization theory
24:
1971:Branding terminology
1208:Kellogg on Marketing
1172:Journal of Marketing
1061:Journal of Marketing
359:Procter & Gamble
250:Starbucks Equipment
203:Procter & Gamble
799:. Baylor University
659:Individual branding
594:view full list here
354:View full list here
1981:Product management
1870:on 25 October 2015
1840:on 8 November 2015
1810:on 1 November 2015
1798:Hepburn, Matthew.
1591:www.houseoflux.com
654:Corporate branding
644:Brand architecture
573:
504:
443:
441:Unilever text logo
384:
294:
31:
16:Marketing strategy
1986:Types of branding
1649:978-0-12-407657-0
1522:978-0-470-99822-9
1345:978-1-107-06997-8
1218:978-0-471-05404-7
1127:978-0-7494-6516-2
872:978-0-7494-5085-4
684:Personal branding
669:Internet branding
664:Employer branding
479:Ben & Jerry's
298:Virgin Green Fund
226:Starbucks Coffee
209:, Apple Inc. and
158:brand development
142:Confirmation bias
136:Confirmation bias
34:Umbrella branding
1993:
1955:
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1919:www.marriott.com
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1866:. Archived from
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1806:. Archived from
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639:Brand management
328:Virgin Life Care
318:Virgin Vacations
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721:
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704:School branding
694:Branding agency
674:Nation branding
649:Brand extension
630:
561:
492:
435:
361:
303:Virgin Atlantic
270:
219:
195:
187:cannibalization
174:
153:
144:
138:
125:
104:
96:
76:
67:
54:brand extension
38:family branding
36:(also known as
17:
12:
11:
5:
1999:
1989:
1988:
1983:
1978:
1973:
1957:
1956:
1931:
1906:
1881:
1860:"Our Products"
1851:
1821:
1790:
1760:
1730:
1705:
1680:
1655:
1648:
1628:
1603:
1578:
1566:www.dove.co.uk
1553:
1528:
1521:
1501:
1476:
1464:gillette.co.uk
1451:
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