121 | What is Umbrella Branding? (Example of Brand Architecture Strategy)

By the end of this episode, you understand what umbrella branding is and how it works as a strategy within brand architecture.

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First, you’ll learn how brand strategy is far more than template style statements such as purpose, vision, mission, and values and how umbrella branding can pave the way for strategic growth.

Next, we’ll answer the question “What is umbrella branding?” and how this branding tactic allows multiple brands to leverage the brand equity of the master brand.

Then, you’ll learn the comparison of umbrella brands to family brands and discover the difference between the two.

Next, we’ll look at how umbrella branding fits into the brand architecture strategy before taking a look at the Apple brand architecture strategy in our umbrella branding example.

Finally, you’ll learn umbrella branding advantages and disadvantages and how this strategy can be leveraged for both small business and corporate branding.

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