What is umbrella branding? Leverage brand equity of a parent brand, to sell a variety of related products or services to a broader segment of that audience. The reputation or equity of the master/parent brand allows the sub-brands to enter the market with an established reputation already attached and helps those audiences to adopt those products and services. But regardless, they still have their OWN autonomy. Like messaging, positioning, and more. They just appeal a little bit more specifically to the audience. Umbrella branding vs family branding? They mean the same thing and are used interchangeably. EXAMPLE: Apple's sub-brands are the iPhone, iMax, and more. ADVANTAGES: Leverage the reputation of the parent brand AND the sub-brands The autonomy of the sub-brands follows the parent's guidelines but your freedom depends on the relationship, so you can specify more on everything you do in addition to the reputation. DISADVANTAGES: Quality fluctuation in comparison to other sub-brands or the parent brand. It's a management issue. The equity is a 2-way street. If it's negative, then the sub-brand can be affected. When to use it? Within your segment, if there's a smaller segment within, target them with your service or product that can appeal more to that audience than the broader one.
I'm interested in knowing how does these entities look from a legal prospective. Is the Umbrella an LLC/Inc/ETC and the others are it's own entities or is it essentially DBA?
@@BrandMasterAcademy Thank you Stephen for your explanation. I think i have a problem when it cones to the difference between "sub-branding", "branded house", "umbrella branding" and "brand endorsement". I will keep watching your videos concerning the other terms, i am sure this will solve my problem 😉 thanks again!
They're branded products... Of course Toyota is the parent to Lexus and these brands are treated as seperate companies, but they dont need to be seperate companies to be considered individual brands
Apple has started to move away from the "I" nomenclature, instead moving to 'Apple' + 'Something'. It's the same principle as using "I" though, but just placing the Apple logo in front of the word instead of the actual word, 'Apple', for the logo. When it's written in a sentence they use the word 'Apple'. So, there are products like: • Apple Watch • Apple Music • Apple Books • Apple Pay • Apple TV etc
I've noticed... It goes to show the power of strong equity and assets... What other brand could simply cll their product "Watch" with the logo beside it?
Is there an argument that Apple is not an Umbrella brand at all, i-watch, i-phone, i-pad etc are simply Apples' product range (all electrical). Don't all the i-range follow very similar branding, i.e. Apple branding. For me the first example that sprung to mind which is a true Umbrella or family brand is Virgin, Virgin Airlines, Virgin broadband, Virgin Balloons, Virgin Banking, Virgin Wines etc all different target market but part using the recognisable brand of Virgin??
The iphone is an example of product branding and is it's own brand. In this case, "Apple" is the parent brand to "iPhone". Not all tech companies treat their products this way.
One of the best channels on branding 🙏
thank you so much🙏
Sir what term you refer to for the other products launched under the master brand is not clear. Is it Soak brand ?
Nice your videos are very helpful 👍🙂
Glad to hear that!
@@BrandMasterAcademy sir I have a question can product lines become a separate brand?
What is umbrella branding?
Leverage brand equity of a parent brand, to sell a variety of related products or services to a broader segment of that audience.
The reputation or equity of the master/parent brand allows the sub-brands to enter the market with an established reputation already attached and helps those audiences to adopt those products and services.
But regardless, they still have their OWN autonomy. Like messaging, positioning, and more. They just appeal a little bit more specifically to the audience.
Umbrella branding vs family branding?
They mean the same thing and are used interchangeably.
EXAMPLE:
Apple's sub-brands are the iPhone, iMax, and more.
ADVANTAGES:
Leverage the reputation of the parent brand AND the sub-brands
The autonomy of the sub-brands follows the parent's guidelines but your freedom depends on the relationship, so you can specify more on everything you do in addition to the reputation.
DISADVANTAGES:
Quality fluctuation in comparison to other sub-brands or the parent brand. It's a management issue.
The equity is a 2-way street. If it's negative, then the sub-brand can be affected.
When to use it?
Within your segment, if there's a smaller segment within, target them with your service or product that can appeal more to that audience than the broader one.
I'm interested in knowing how does these entities look from a legal prospective. Is the Umbrella an LLC/Inc/ETC and the others are it's own entities or is it essentially DBA?
No legal advice here Destiney sorry
🎉
❤❤❤
i found the explanation is quite similair to the one of brand endorsement, are they the same ?
No... Endorsement is specifically using the parent brand identity with the sub brand... For Example Nestle KitKat
@@BrandMasterAcademy Thank you Stephen for your explanation. I think i have a problem when it cones to the difference between "sub-branding", "branded house", "umbrella branding" and "brand endorsement". I will keep watching your videos concerning the other terms, i am sure this will solve my problem 😉 thanks again!
But sir iphone , mac , Iwatch, Ipad these are the product lines right? How can they be considered as a brand? Like toyota and lenux???
They're branded products... Of course Toyota is the parent to Lexus and these brands are treated as seperate companies, but they dont need to be seperate companies to be considered individual brands
@@BrandMasterAcademy okay sir, thank you.
Apple has started to move away from the "I" nomenclature, instead moving to 'Apple' + 'Something'.
It's the same principle as using "I" though, but just placing the Apple logo in front of the word instead of the actual word, 'Apple', for the logo.
When it's written in a sentence they use the word 'Apple'.
So, there are products like:
• Apple Watch
• Apple Music
• Apple Books
• Apple Pay
• Apple TV
etc
I've noticed... It goes to show the power of strong equity and assets...
What other brand could simply cll their product "Watch" with the logo beside it?
So is umbrella brand llc and dba a sub brand???
Good one👍
👍👍👍👍
Is there an argument that Apple is not an Umbrella brand at all, i-watch, i-phone, i-pad etc are simply Apples' product range (all electrical). Don't all the i-range follow very similar branding, i.e. Apple branding.
For me the first example that sprung to mind which is a true Umbrella or family brand is Virgin,
Virgin Airlines, Virgin broadband, Virgin Balloons, Virgin Banking, Virgin Wines etc all different target market but part using the recognisable brand of Virgin??
The iphone is an example of product branding and is it's own brand. In this case, "Apple" is the parent brand to "iPhone". Not all tech companies treat their products this way.
Thank you, but try to speak a little slower so that we can understand and absorb the notes, we are followers of average language