Ron_Marcus-ZX1457-1.docx - Name Institution Title UMBRELLA BRAND Umbrella branding uses only one brand name for the sale of two or more products which

Ron_Marcus-ZX1457-1.docx - Name Institution Title UMBRELLA...

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Name Institution Title
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UMBRELLA BRAND Umbrella branding uses only one brand name for the sale of two or more products which are related. It is mainly the type of the brand which is used by the companies with positive brand equity. It is considered as a type of brand extension because it involves marketing of the similar products under one brand name and this practice does not hinder the firm from implementing different branding approaches for different products lines since all the products uses the same means of identification means and also lacks the additional brand names or the symbols. Umbrella branding provides the uniformity which is required on certain product lines by making them to be identified easily by grouping them under a single brand name hence enhancing their marketability. The product which are under the umbrella branding include; coca-cola, star bucks coffees, starbucks tea, virgin Spa, virgin Atlantic, virgin life care, virgin green fund, virgin mobile, Virgin media, virgin games, starbucks syrups and Toppings, starbucks equipments( such as coffee machines), Procter and Gamble, Gillette, Vicks, Oral-B, Unilever, Lynx e.t.c. The strategies of the umbrella branding are that it uses a sub-brand name and a parent name simultaneously and this makes the marketers to increase the chance of success of the new product launch. Through the use of the two brand names (dual branding system), a sub-brand name can help the consumers to recall the key benefits and the features of the new product since a suggestive parent brand name communicates the benefits of the product category and a dual branding strategy addresses the problem of using only one brand name for a new product launch.
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The marketers are able to launch other new product, after a successful launch of the first product, under the other sub-brand names in the future to meet the needs of different consumers. For example, Axe by unilever has a range of similar products that uses the same family brand (Axe deodorants, Axe shampoos, Axe shower gel). Brand awareness is another strategy that the umbrella branding uses. The awareness level of a brand can be increased with the means like using the classic advertising, events, or through sponsoring and through increasing the brand awareness, it should be the one that can inspire people and keep them loyal in the long term.
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