Example of Umbrella Brand

An umbrella brand is a high profile brand used to market a suite of products, either developed by the owner of the umbrella brand or outsourced and produced under license. These products tend to be in the same market context, like phones and accessories. This type of branding is 'identity marketing', using a single profile to market the entire range and benefiting from the market image of the umbrella brand. In most cases the branding is highly effective. Many product developers, in fact, seek out umbrella brands for distribution, because the market reach for umbrella brands is usually very good.