UMBRELLA BRANDING

-Patha santhosh

CONTENTS

Definition

What is Umbrella Branding

Basic ideas of Umbrella Branding

Purpose of using Umbrella Branding

Advantages and Disadvantages

Example Brands to understand BETTER

CASE STUDY-AMUL

Umbrella branding also called a family brand is when a firm uses a brand name for two or more products. All products use the same means of identification and have no additional brand names or symbols attached. Umbrella branding does not mean that the whole product portfolio of a firm will fall under one brand name as company can go for different approaches of branding for different product lines.An umbrella branding strategy, is a marketing practice that involves marketing many related products under a single brand name.

DEFINITION

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.

• 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.

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

1. Umbrella branding continually reinforces the parent brand name resulting in increased brand awareness 2. The consumer will have more interaction with the parent brand name as it will be seen across a number of products 3. Consumers will associate all products which carry the parent brand name with the same standard of quality

Purpose of using umbrella branding :

…continued

4. Consumers who like one product under the brand umbrella are far more likely to try out another product within the same brand 5. The branding budget can be used effectively to promote the family of brands under one umbrella – an extra budget is not required to create new brands so new product launches are far cheaper 6. New products can be easily added to the family brand portfolio and can be expected to be received well by those consumers who are loyal to the parent brand

• Inexpensive Market Entry:An umbrella brand has an established reputation, meaning a company can add new products to its line and draw on the benefits of all previous marketing efforts.• Efficient:Another benefit of umbrella branding is efficiency. Instead of running multiple campaigns for different products, a company instead can focus its efforts on promoting a single brand.• Rising TideThe success of one product within an umbrella brand can translate into public goodwill for other products under the same brand.• FlexibilityUsing umbrella branding doesn’t prevent you from using a variety of strategies for your products.

Advantages of umbrella branding :

• The failure of one product may spoil the image of all the other

products under the umbrella brand.

• New products associated with an umbrella brand will only work if

companies make it a mass product category, and provide new

products to the consumers at a value-for-money pricing strategy,

Different brands in umbrella branding will have different qualities

which will vary and thus it can be an obstacle for smooth

functioning of brand as well as firm.

• Also, if there is negative publicity for any product or even new

product it can affect the other brands under umbrella branding.

Dis-advantages of umbrella branding :

• Vicks – FMCG sector

• Taj group of hotels - HOSPITALITY sector

• Google – IT sector

Following are the examples of umbrella branding :

Vicks

• Vicks multipain relief gel

• Vicksrub

• Vicks inhaler

• Vicks cough drops

Different products under brand vicks :

• Vicks action 500 extra

• Taj/Taj luxury –

The luxury brand is the erstwhile generic brand of the Taj Hotels Resorts and Palaces. These hotels cover business destinations, landmarks, palaces, resorts and forest destinations. Most of Taj's oldest and most prestigious hotels have been retained under this brand.

• Taj Exotica – It is the resort and spa brand of Taj Hotels.

• Taj Safaris – The wildlife lodges amidst the Indian national parks and national parks come under this brand label. The brand has modelled on the concept of sustainable eco-tourism.

• Vivanta by Taj –Vivanta is a contemporary-luxury hotel brand. The brand caters to an upscale market and is positioned a step below the flagship Taj brand. Vivanta Hotels are found business and vacation destinations as well.

• The Gateway Hotels and Resorts –Gateway is a mid-market brand, positioned below the Vivanta. It contains properties in business and vacation destinations like Vivanta does. The Gateway Hotel brand was created by Taj in its earlier market segmentation effort in the 1990s, and has been retained and expanded in the current wave of brand-segmentation.

• Taj Luxury Residences Ginger – They are the economy hotels of the IHCL group. The Ginger brand has been targeted at "travellers who value simplicity and self-service."

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CASE STUDY: 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. …continued

Individual brands on the other hand are like a western family,

who grow up fast and leave the father behind.

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.

Individual vs. Umbrella Branding.

Individual branding Umbrella BrandingCOST 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 WELL IN MIND OF CUSTOMER

CAN BE THE WAY OUT TO LAUNCH OR RELAUNCH OF PRODUCT

RISK IS MORE TO LAUNCH NEW PRODUCT

EASY TO LAUNCH NEW PRODUCT

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