How to built your umbrella brand

How to built your umbrella brand

An umbrella brand is a single name and logo that is on two or more related products that serve different needs. For example, Heinz is an umbrella brand because the name is on a variety of products such as ketchup, mustard, vinegar, beans, and more.

Umbrella brands are also known as family brands.

A corporation or manufacturer uses an umbrella brand strategy when they do not want to have individual product brands.

Umbrella brands always start as individual brands. For example, Heinz began by making pickles. But companies leverage success in one product category to move into another, a process called brand extension.

Want to know more about Ovida Umbrella contact with us at info@ovidaumbrella.com

Umbrella Brand vs. House of Brands

A house of brands is a parent company that markets different products with a variety of brands, some of which may be umbrella brands.

Companies like P&G, Heinz-Kraft, Reckitt-Benkiser, and Unilever are houses of brands. They make a wide variety of products and use a set of brands to market them. They are often mistakenly called umbrella brands.

Houses of brands are fine with the parent company having no connection to the product in the mind of the consumer. The important thing is that brand makes sense to customers.