Umbrella brand

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An umbrella brand is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products, communication channels, and promotional means.

As with all effective brand strategy, umbrella brands require a single message, an expression of a common sense benefit grounded in human emotion opening the way to own the conversation within a business category.

Umbrella brands abound in business. Examples include Virgin, Kellogg’s and Apple. From http://www.whisperbrand.com/blog/category/umbrella-branding/

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An umbrella brand is a brand that covers diverse kinds of products which are more or less related.

It applies also to any company that is identified only by its brand and history. Such a company now only acts as designer and distributor.

A company under the umbrella brand designation no longer manufactures its own product, but its licenses and designs are sold to other manufacturers. The most common products to be rebranded are televisions, video cassette recorders, DVD players/recorders, and portable CD players.

Along similar lines, an umbrella place brand is a brand used by a locality to attract the attention of different kinds of audiences, e.g. incoming tourists, investors, students or settlers.