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UAn 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 thefirm. 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. Amul is an example of umbrella brand. Amul Butter, Amul Cheese spreads, Amul Milk,Amul ice creams, Amul ghee all fall under single brand name AMUL.

Godrej is another example of umbrella brand. Products like locks, steel cupboards, officefurniture electronic typewriters, desktop printers, refrigerators, air conditioners etc. all come

under one parent name GODREJ.

Johnson &Johnson is yet another umbrella brand. The company Johnson & Johnson sells many

of its baby care products under the Johnson's brand nameJohnson's Baby Powder, Johnson's

Baby soap, Johnson's Baby Shampoo etc.

Tata is an example of umbrella brand.... Tata tea, Tata automobiles, Tata salt etc. fall under thesame umbrella TATA

UMBRELLA MARKETING UNDER AGENCY: today in growing competition definition are

changing day by day, as under one brand name umbrella marketing also falls under " ONEAGENCY".

UMBRELLA MARKETING UNDER AGENCY: provides multiple related goods andservices under one "agency". for example: when we go to buy a car, apart from car we get name

plate, insurance, road tax....etc paid by single agency. ref. arif rizwan khan

[edit] Merits

1. Promotion is very cheap and easy for products falling under umbrella branding. Thisstrategy is generally implemented by firms coming up with a new product.

2. For all the different products and services, advertising, promotion and IMC tools can becombined.

3. Also, launching of a new product under umbrella gains recognition easily as it isintroduced in the market which has already accepted the brand image.

[edit] Demerits

1. If any one product under umbrella branding does not do well in the market then it canaffect the overall brand

2. Different brands in umbrella branding will have different qualities which will vary andthus it can be an obstacle for smooth functioning of brand as well as firm.

3. Also, if there is negative publicity for any product or even new product it can affect theother brands under umbrella branding.

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[edit] Purposes

1. It is easy to identify the new brand in the company under umbrella branding by thecustomers.

2. It gives uniformity to all the brands falling under it may be through one designatedapproach of advertising, promotion, packing etc.

3. It is a very economical strategy to be implemented.4. It is probably the best way to enter into new segments or introduce a new product to

market.

5. It will be very profitable for firms which are having different quality of brands anddifferent images of brands if followed properly.

6. It is the branding strategy that gives the probability of a brand extension for everypossible quality of profile.

Researchers argue that umbrella branding generates fairly large amount of savings in brand

development and marketing costs over time, also, umbrella branding can create advertising

efficiencies. Consumers experience in one category may affect their quality perception of otherproduct or service falling under same umbrella brand.

Some factors which may influence the impact of umbrella branding are:

1. The degree of commonality among the products falling under umbrella brand for sameusage by customers.

2. Nature of branding policy applied by the firm as advertising and marketing differentproducts under umbrella brand will be less informative but at the same time it will be less

complex for target audience to understand.

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