Umbrella brand
[3] All products use the same means of identification and lack additional brand names or symbols etc.
In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names—dual branding strategy—by practitioners in China for the Minute Maid Orange Pulp juice drink launch:A suggestive sub-brand name helps consumers recall the key benefits and features of the new product.
A suggestive parent brand name communicates the benefits of the product category.
[7] Factors that may determine the impact of umbrella branding include: Various theories attempt to explain a consumer's decisions and judgements during product purchasing that cause umbrella branding to be a successful marketing strategy.
The categorization theory is based upon the notion that consumers tend to categorize products by associating them to brands and their past experiences with those particular brands (stored in their category memory) in order to evade the initial confusion caused by the extensive choice of products they are presented with.
The schema congruity theory suggests that the storage of new information and retrieval of memory is majorly influenced by past expectations.
[10] Schemas are a human's personal cognitive representations of the environment that guide their perceptions, thoughts and actions.
Umbrella branding has become a popular marketing practice utilized by companies due to its various potential benefits.
Such marketing practice may create advertising efficiencies through the reduced costs of brand development.
[12] This strategy reduces a firm's marketing costs due to the consumer-brand association through which consumers already recognize certain brands, making new products more easily identifiable.
Some products produced by Starbucks include: Virgin Group Ltd. is a British multinational branded investment corporation.
Similar to Procter & Gamble, Unilever implements umbrella branding within the individual brands it creates including: Apple Inc. is an American multinational technology corporation that develops and sells a range of consumer electronic goods and services.
