Umbrella branding involves marketing multiple related products under a single brand name to leverage brand equity and recognition. The key advantages are lower costs for introducing new products under the established brand umbrella and promoting the family of brands together. Examples include Vicks for healthcare products and Taj Hotels for hospitality chains. Amul in India has successfully used an umbrella brand strategy, promoting its dairy products collectively to reinforce quality and trust in the parent brand.

1. -Patha santhosh

2.  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

3. 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

4. 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.

5. 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

6. 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

7. 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

8. • 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 Tide
The success of one product within an umbrella brand can translate into
public goodwill for other products under the same brand.
• Flexibility
Using umbrella branding doesn’t prevent you from using a variety of
strategies for your products.
Advantages of umbrella branding :

9. • 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 :

10. • Vicks – FMCG sector
• Taj group of hotels - HOSPITALITY sector
• Google – IT sector
Following are the examples of umbrella branding :

11. Vicks

12. • Vicks multipain relief gel
• Vicksrub
• Vicks inhaler
• Vicks cough drops
Different products under brand vicks :
• Vicks action 500 extra

14. • 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.

15. • 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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18. 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

19.  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.

20. Individual vs. Umbrella Branding.
Individual branding Umbrella Branding
COST 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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