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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.
An umbrella organization is an association of (often related, industry-specific) institutions who work together formally to coordinate activities and/or pool resources. In business, political, and other environments, it provides resources and identities to the smaller organizations.
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."
An outdoor umbrella has but a single job: to provide shade where there is none. It’s easy to gravitate toward the most obvious of umbrella situations—a market or center pole umbrella. They ...
By positioning a board reflector close to a light source, its effective size can be increased by "bouncing" the light off it. [3] A very common example of this technique is the traditional umbrella reflector, invented by George Larson, [ 4 ] typically having a gold, silver or matte white interior onto which a lamp fitted with a circular ...
A number of prominent companies have scaled back or set aside the diversity, equity and inclusion initiatives that much of corporate America endorsed following the protests that accompanied the ...
Parts of an umbrella [2]. The word parasol is a combination of the Latin parare, and sol, meaning 'sun'. [3] Parapluie (French) similarly consists of para combined with pluie, which means 'rain' (which in turn derives from pluvia, the Latin word for rain); the usage of this word was prevalent in the nineteenth century.