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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 ]
There are three key levels of branding: Corporate brand, umbrella brand, and family brand – Examples include Heinz and Virgin Group.These are consumer-facing brands used across all the firm's activities, and this name is how they are known to all their stakeholders – consumers, employees, shareholders, partners, suppliers and other parties.
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
Branding (promotional), the distribution of merchandise with a brand name or symbol imprinted; Brand management, the application of marketing techniques to a specific product, product line, or brand; Employer branding, the application of brand management to recruitment marketing and internal brand engagement
[7] [8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. [9] A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home ...
The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Although corporate branding is a distinct activity from product or service branding, these different forms of branding can, and often do, take place side-by-side within a ...
Indofood is an Indonesian producer of various foods and drinks, headquartered in Jakarta. The company was established on 14 August 1990 as PT Panganjaya Intikusuma, then later on 5 February 1994 its name was changed to Indofood Sukses Maksur.
All data comes from the Family Business Index 500 report by the British auditing firm Ernst & Young and the University of St. Gallen, which lists the 500 largest family businesses in the world. All 500 companies on the list had a combined turnover of $7.3 trillion in 2020.