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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.
Bhinneka Tunggal Ika included in the National emblem of Indonesia, the Garuda Pancasila. Bhinneka Tunggal Ika is the official national motto of Indonesia.It is inscribed in the national emblem of Indonesia, the Garuda Pancasila, written on the scroll gripped by the Garuda's claws.
PKK (Pendidikan Kesejahteraan Keluarga) - lit "Family Welfare Education" The National Women's Movement PKN STAN (Politeknik Keuangan Negara STAN) - Indonesian State College of Accountancy. PMA (Penanaman Modal Asing) - Foreign Direct Investment company PMDN - Domestic Direct Investment company, i.e. 100% of shares held by Indonesian citizens
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
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From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.