The power of umbrella branding
CONSISTENCY IS KEY
Umbrella branding is a commonly used approach in portfolio management, where the parent brand name is used across a range of products. In such cases, there is an assumption that a halo effect will benefit the individual brands. A halo effect can often help “kick-start” a new variant, through a sense of familiarity, credibility and associations. For this route to be successful, consistency is key. The chart below shows image data for a highly successful skin care range in China. The skin care brand has a clearly defined profile across its portfolio....