Re: umbrella brand- Titan-(Sonata, Fastrack)

[Shailendra Dasari]

Annop,

Forum is for enhancing the knowledge of all of us

I want you guys to state in simple terms what you understand by umbrella branding.

 

I think we all should share the meanings/definitions/examples/interpretations etc.Providing a link after doing the basis explanation is OK.Only link - NOT OK.
Shailendra

On Sat, Aug 18, 2012 at 1:59 PM, Anoop kumar <anoo...@gmail.com> wrote:

THE cost of launching new brands is so high today that it is more sensible to take the umbrella brand route.

http://www.thehindubusinessline.in/2003/11/21/stories/2003112100870600.htm 

i got this link may be this could serve the purpose.

regards,

Anoop

[Anoop kumar]

ok sir,  

         I was not so confirm so i have done that sorry.

Umbrella branding is done generally when there is a established parent brand is there (like Titan), which acts as an umbrella (i.e. brand image) for the

 the quick recognizability of newly launched products (like Sonata, fastrack for titan)

Also i want to ask that can be relate

bike like Pulsar-220 is launched under the umbrella effect of Bajaj pulsar ?

[Shailendra Dasari]

Baja-Right.Titan-Wrong because Sonata,Fast track,Raga etc are independent brands themselves.LIC,TATA,ICICI etc use the umbrella strategy.

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[rohit.soni1111]

i think pulsar220 is not a umbrella brand it is  stretching of  product line of pulsar. because public needs some new design and and most powerful bike as compare to old pulsar which become a common between a pubilc 

[Shailendra Dasari]

Is it called Bajaj Pulsar or not?If the word Bajaj appears in the name of the brand then it is umbrella.Otherwise it is not.

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[rohit.soni1111]

yes sir i called as a Baja- pulsar

 

 

 

[mishra.ankit0707]

An umbrella brand is like a shadow brand or overarching brand used across multiple related products of a company.

 

Umbrella branding is also known as family branding.

 

It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity.

 Umbrella branding facilitates new product introductions by providing a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages.

Umbrella branding may impose on the brand owner a greater burden to maintain consistent quality. 

If the quality of one product in the brand family is compromised, it could impact on the reputation of all the others. For this reason umbrella branding is generally limited to product lines that consist of products of similar quality.

A good example is AMUL - Amul Butter, Amul Cheese, Amul Milk, Amul Icecream, Amul Chocolates etc