Abstract
An umbrella brand is a parent brand that appears on a number of products that may each have separate identities. A strong umbrella brand can help a new product generate revenue because of quality and benefit associations. Individual branding, on the other hand, requires expensive advertising campaigns and extensive brand-building costs.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Editor information
Copyright information
© 2007 Interbrand
About this chapter
Cite this chapter
Swystun, J. (2007). V. In: Swystun, J. (eds) The Brand Glossary. Palgrave Macmillan, London. https://doi.org/10.1057/9780230626409_22
Download citation
DOI: https://doi.org/10.1057/9780230626409_22
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-4039-9809-5
Online ISBN: 978-0-230-62640-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)