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Umbrella Brand Packaging
About Umbrella Brand Packaging
Instead of marketing under lots of little orphan brands, umbrella packaging turns them into sub brands of the one globally loved umbrella brand. Contact MindWars for more information.
Strengths
- Cheaper to promote the reputation and awareness of a single umbrella brand than many sub brands.
- This approach is especially popular with asian cultures.
- Promotes a more co-operative marketing culture in house.
- Designed for the new age of glocal marketing - a global umbrella brand and values wiith sub brands to suit local requirements.
- Done correctly, all of your products could benefit from the one campaign slogan such as “It’s a Sony”. Compare that to “It’s a Proctor & Gamble” the name behind so many more famous products.
Weaknesses
- Positioning theory suggests a specialist brand will usually out-perform a non-specialist sub brand in the same category.
- Your umbrella brand must be flexible enough to fit with your sub brands.
- Many western-based marketing departments are competitively structured and may find it difficult to adapt its culture and practices.
- Could result in rationalisation at store level of your multiple sub brands in the same category.
- You need a lot of sub brands to maximise the benefits of a switch to umbrella brands.
Timing
- Allow 3-12 months for implementaion.
Budget
- Contact MindWars for a customised appraisal and estimate.
Contact MindWars
for more information.
