Example of Umbrella Branding

Umbrella branding is the process of marketing under an umbrella brand. In general, a decision is made to market a group of products under a single brand umbrella, and market positioning is coordinated around this basic market image. The importance of this approach is that it produces a cost-effective single stream of packaging and promotion for the product group, and also directly relates the products in the marketplace at point of sale. 'If you've bought the phone, buy the headphones', etc. The major incentive attached to umbrella brands for consumers is often a range of technologies, special offers, package deals, etc.