2. CONTENT
Definition
What is Umbrella Branding
Case Study
Traditional vs. Umbrella Approach
Umbrella approach customer viewpoint
Limitations of umbrella’s cover
4. DEFINITION
• Umbrella brands are brand
names that are utilized by a range of
different but related products.
Sometimes referred to as family
branding.
• An umbrella branding strategy, is
a marketing practice that involves
marketing many related products
under a single brand name.
5. What is umbrella branding ?
• When a group of products are given the same
brand name
• It becomes a case of family brand/umbrella
brand.
• A company may resort to different branding
approaches for different product lines.
Conti….
6. What is umbrella branding ?
…continued
• Umbrella branding involves creating
huge brand equity for a single brand.
• Umbrella branding is also known as
family branding. It is very common to
find umbrella branding in FMCG
products.
7. Basic idea of umbrella branding
• Enhance marketability of product.
• The concept conveyed to consumers is - any
product that carries the brand name is
produced using the same high standards of
quality.
• Umbrella Branding only works when the
company has a line of very similar products.
• The master brand has to be acknowledged on
products because it commands trust, respect &
loyalty
9. AMUL- Test of India cover.. of
umbrella
• AMUL India's most successful dairy product company
follows umbrella branding.
• Compared the umbrella brand and individual brands to an
Indian family.
• Amul created its brand equity by the help of UB.
• Where in umbrella brands - like the Indian family, the father
is the head, looking over the children.
• When they grow up and become independent, they hold the
umbrella for the family.
• Individual brands on the other hand are like a western
family, who grow up fast and leave the father behind.
10. Conti….
• Where in umbrella brands - like the Indian
family, the father is the head, looking over the
children.
• When they grow up and become independent,
they hold the umbrella for the family.
• Individual brands on the other hand are like a
western family, who grow up fast and leave the
father behind.
11. • Amul’s advertising and marketing spend has
never exceeded 1% of its revenues.
• Despite a limited budget, Amul’s the Taste of
India campaign—have always managed to evoke
a larger-than-life brand feel.
• Customer knows Amul as a quality provider so
they believes all products of Amul as a quality
product.
12. NIVEA
• NIVEA cosmetics brand has a
presence in huge number of product
categories and countries
• 'Queen of Mega Brands’ because 14
products and serves 150 countries.
• According to analysts, there was the
4.4% increase in the company's
revenues (€ 4.74 billion) and 10.7%
increase in after-tax profit (€ 290
million) for the year 2002.
13. • Never tried to disturb the umbrella
branding of Nivea and got fruitful
results.
• It is easy for Nivea now to launch new
products as customer got idea about
company and its products.
• When people see a common identity
they will want to try other variants of
same identity because of the umbrella
brand.
14.
15. Pros
• Brand image of parent brand act as Differentiating
factor for product in extremely competitive market.
• Extra cost of Brand creation is not required.
• Umbrella branding help to create dependent
perception about product as parent Brand.
• Umbrella branding helps to give positioning to
product.
• Advertising and promotional efforts should be
combined for all the products falling under family
brand.
• New product launch become easier and cheaper.
• New product find ready recognition and market set
up.
16. Cons
• Unique identity of new product faces problem.
• If one product fail whole brand faces failure.
17. Umbrella Branding Customer’s
Viewpoint.
• When customer goes for shopping he
usually looks for his favorite brands.
DO they launched something new?
• If customer gets positive experience he
will tend to become loyal customer.
• So usually he looks product of same
brand or logo to make further
shopping.
18. • If customer get negative experience
from any of those products he can
avoid all brand altogether.
• Just being part of any good parent
brand isn’t condition to satisfy
customer.
• Ex products of coca cola makes their
individual advertisement for each
products.
People care more about products that meet their specific needs than
a brand
19. Individual vs. Umbrella Branding.
Individual branding Umbrella Branding
COST OF PROMOTION IS HIGHER LESS PRICE
PRODUCTS HAS UNIQUE IMAGE IMAGE IS REFLECTION OF PARENT
BRAND
LESS STRESS ON QUALITY STRESS IS MUCH HIGHER
CAN’T WORK TILL PRODUCT IS CAN BE THE WAY OUT TO LAUNCH
WELL IN MIND OF CUSTOMER OR RELAUNCH OF PRODUCT
RISK IS MORE TO LAUNCH NEW EASY TO LAUNCH NEW PRODUCT
PRODUCT
20. • Thanks for Visiting ….
• I am waiting for Your suggestions and
complements about this presentation
