What is Umbrella Branding?

Last Updated on Sat, 17 Dec 2022 | Marketing FAQ

An umbrella branding strategy, is a marketing practice that involves selling many related products under a single brand name. Unlike individual product branding, which uses different brand names for different products, umbrella branding uses a single brand name, and in some cases logo, for different products.

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Umbrella branding offers several benefits to marketers. They include

  • Extra Brand Creation not required
  • Single spend on advertising (for all products)
  • Dependant perception: The perception depends on the main brand
  • Easier launch of new products
  • Better response to new products when compared to individual branding
Umbrella branding involves creating huge brand equity for a single brand, and thereafter leveraging that over multiple products. Umbrella branding is also known as family branding. It is very common to find umbrella branding in FMCG products.
On the flipside, bad reputation of any one product, may affect the equity of all the other products using the same brand name. In India, umbrella branding is used successfully by Amul for dairy products, Tata for its FMCG products like Tata Tea, and Tata Salt, and Kingfisher for alcoholic beverages, mineral water(see Surrogate Advertising), and Airlines. Wills also uses umbrella branding for its tobacco products, apparels, accessories, and soaps & shampoo.

Continue reading here: What is the difference between Brand Extension and Line Extension?

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Readers' Questions

  • MILENA
    What is umbrella branding?
    1 year ago
    • Umbrella branding is a marketing strategy in which a single brand is used to promote a wide range of different products or services. This technique allows a brand to establish itself in the market by giving customers a sense of security and familiarity when buying products. It is usually used by companies that have a number of different products or services that are related, and it allows a company to use the same branding across all of its offerings.