Umbrella Brands And Subbrands
Microsoft got it right, WordPerfect got it wrong. So how does umbrella branding and subbranding work, and what are the pitfalls?
Fox Parrack Hirsch
Imagine for a moment that you make baked beans. It is what
you have always wanted to do. Baked beans are your passion. So much so, that
when you are deciding what to call your company, you quickly dismiss all
alternatives in favour of 'The Baked Bean Company'. It says what you do, who you
are and the position you want to achieve within the market.
is good. You grow the beans and tomatoes, you control every aspect of the
cooking process, and you market your beans to bean enthusiasts, to those who
need beans as part of their diet and to those who occasionally fancy beans on
toast at home.