Umbrella Branding: Maximizing Brand Diversity for Organizational Success

This strategy revolves around the scenario that an organization can have different brands under the name of a single umbrella brand (Elliot & Percy, 2007).

This strategy is mostly used by multinationals like P&G use this strategy when it markets detergents like Tide, Oxydol and cheer. This strategy is used because the consumer gets confused due to products that are carrying the same brand name. In the scenario of the given websites this strategy is used by Jell-O because they are labeled as the brand of Kraft foods.

Family Branding

It is a strategy in which a same brand name is used by two or more individual products. This is quite possible that the product group will not be of the firm’s product line (Nowsell, 2008). For example famous brands like Gucci and D&G use this strategy to market their products. In the scenario of the given websites this strategy is used by Jell-O when they used the name of different brands with the element of Jell-O attached with it.

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License Branding

License Branding

It is a strategy in which a license is developed by the brand owner. The license depicts that brands name can be used by other individuals and organizations by paying a certain amount of fee and within a certain time period (Elliot & Percy, 2007). For example Unilever gives rights to other organization that they can use the brand name in printing their t-shirts or caps. Individual Branding In this strategy each product is branded separately and a unique brand name is given to the product (Elliot & Percy, 2007).

Separate brand names

For example P&G uses separate brand names for all of its products like Pringles, pampers etc. In the scenario of the given websites this strategy is used by General Mills because every brand has a separate name and the name of the parent brand is not used. Private Branding This strategy is used when the retailer buys a product in bulk quantity from the whole-seller (Elliot & Percy, 2007). After buying the product in bulk it puts up its own brand name and then markets the product with its own name.

Private branding

The example of private branding would be of Wal-Mart. The competitive advantage of generic branding strategy is that if the brand is powerful the generic name can be used to sell the brand and attain a competitive advantage. Disadvantage The biggest disadvantage of this strategy is that people won’t recognize the organization and many people might copy the brand.