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?

Rod Hirsch
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.

Business 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.