Umbrella brand
Encyclopedia
An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding
Family branding
Family branding is a marketing strategy that involves selling several related products under one brand name. Family branding is also known as umbrella branding...

. It contrasts with individual product branding
Individual branding
Individual branding, also called individual product branding or multibranding, is the marketing strategy of giving each product in a portfolio its own unique brand name. This contrasts with family branding, corporate branding, and umbrella branding in which the products in a product line are given...

, in which each product in a portfolio is given a unique brand name and identity.

There are often economies of scope associated with umbrella branding since multiple products can be efficiently promoted with a single advertisement or campaign. Umbrella branding facilitates new product introductions by providing a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages.

Umbrella branding may impose on the brand owner a greater burden to maintain consistent quality. If the quality of one product in the brand family is compromised, it could impact on the reputation of all the others. For this reason umbrella branding is generally limited to product lines that consist of products of similar quality.

A good example is AMUL
Amul
Amul , formed in 1946, is a dairy cooperative in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd...

- Amul Butter, Amul Cheese, Amul Milk, Amul Icecream, Amul Chocolates etc
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