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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 ]
The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
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 August 2017 Mosun was established as an umbrella-sharing scheme in Shanghai, running across Shanghai's Line 2 Metro stations. [4] In August 2017 Haier, the Chinese multinational consumer electronics company, also engaged in umbrella marketing through their launch of their custom umbrellas. [5]
New York City's famous "I Love New York" logo. Place branding (includes place marketing and place promotion) is a term based on the idea that "cities and regions can be branded," whereby branding techniques and other marketing strategies are applied to "the economic, political and cultural development of cities, regions and countries."
In marketing, segmenting, targeting and positioning (STP) is a framework that implements market segmentation. [1] Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. [ 2 ]
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Sunde, L. and Brodie, R.J. (1993), "Consumer evaluations of brand extensions: further empirical results", International Journal of Research in Marketing, 10, pp. 47–53. Wenerfelt, B. (1988), "Umbrella branding as a signal of new product quality: an example of signaling by posting a bond", RAND Journal of Economics, 19, Autumn, pp. 458–66.