The power of umbrella branding

Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants.

The power of umbrella branding


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....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands