Umbrella brands and sub-brands

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

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

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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