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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 ]
Heartbrand – ice cream. Umbrella brand for most global ice-cream brands identified by the Heartbrand logo (even if local brand names remain used). Algida – ice cream (Slovakia, Czech Republic, Hungary, Italy, Poland, Turkey and the Balkans) [5] Ben & Jerry's – ice cream; Breyers – ice cream; Calippo – juicy ice lollies
Originally a brand name owned by Lenzing, an austrian based company, for a viscose-type fiber fabricated via the NMMO process. In the meantime Lyocell is a generic name used by various manufacturers. Mimeograph Originally trademarked by Albert Dick. [24] A low-cost printing press that works by forcing ink through a stencil onto paper. Quonset
Totes' umbrella production is outsourced to Taiwan, one of the world's major umbrella-making centers. [62] In 1987, the airline TWA enables passengers to purchase Totes umbrellas when they are on international flights. [63] In 1988, one-size-fits-all Totes "Toasties", "cozy slipper socks to wear on those cold winter nights", go on sale. [64]
Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
Many brands fall under the Kroger umbrella Kroger stores go by more than two dozen different names, including Fred Meyer, Food 4 Less and Smith’s Food and Drug, among others. And the company isn ...
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