They claim that umbrella branding means weak variants limp on for longer than necessary; they might be poor ideas but they are artificially supported by the brand “halo”. This could be seen when ...

But the bigger question is this . . . does a hotel company need an umbrella brand? I recent spoke with IHG's VP of Loyalty Programs Don Berg, and that was one of the topics that came up.

Umbrella branding might present an opportunity to a product to establish itself faster in the market, but some limitations are also attached to it. Replying to a query from Alpana Titus from ...

Having dissatisfied customers with one brand can impact the sales of other products sold under the corporate umbrella. Here, the negative brand equity isn't confined to just one company but many.

Family branding refers to a marketing strategy that promotes a family of products or services under an umbrella brand. This is different from individual branding that promotes each product in a ...