Tuesday, September 21st, 2010

Umbrella brand


An "umbrella brand" is a high altitude articulation of difference and benefits with several sub-conversations captured beneath. It unites a series of sub-brands with one voice, leaving room for each sub-brand to engage in sub-conversations relevant to more precisely targeted markets, through use of different products, communication channels, and promotional means.

As with all effective brand strategy, umbrella brands require a single message, an expression of a common sense benefit grounded in human emotion opening the way to own the conversation within a business category.

Umbrella brands abound in business. Examples include Virgin, Kellogg's and Apple.  [Credited to WHISPER]


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