You offer a variety of products and services and are not willing to part with some of your products and services?
You very well know, that you should better position yourself, should part with the superfluous things in order
to become more attractive for your target group, but you really don’t want to dispense with some products?
Or you very well know, that you should part with some products, but you believe you will lose customers and
have a financial loss through that?
Or you have fear giving up the false service?
Or you have so many talents and interests and are not willing to give up anything (you have fear of giving up
something of your creativity and ideas)?
There are many reasons.
And we as human beings have learned to convulsively hold on our possessions.
Giving up something does not fit into our scheme!
We are hunters and collectors 😉
So what can we do, in order to not suffer from negative consequences?
Here the solution of an “umbrella brand”, or family branding comes into play.
What is an “umbrella brand”?
An “umbrella brand” is the salvation for creative multipreneurs.
Under the “roof” of the “umbrella brand” we are able to reunite the individual groups and service packages,
which we have built before.
The advantage of such an “umbrella brand” is:
The concept of “umbrella branding” represents a marketing practice, which involves being able to sell many
related products under a single brand name.
A brand may then have 10 product lines, but the trust on that brand leverages the attributes of all the 10
A former vendor’s tray is herewith structured into a meaningful corporate structure and brand system.
What is the aim of such an “umbrella brand”?
The aim of such a “roof brand” is it to achieve a great reach and simultaneously achieve a great acceptance
in the target group.
Another great advantage of this kind of marketing practice is, that once a well-known brand wants to introduce
another product, there are no additional costs required for brand creation.
Therefore, a new product launch becomes easier and cheaper as it can find already available recognition and
Here some examples of great, classical “roof brands”:
1.) Beiersdorf (Nivea, Labello, Tesa, Eucerin)
2.) Apple (iPhone, iPad, iPod, Macbook)
3.) Ferrero (Duplo, Kinderschokolade, Hanuta)
4.) Virgin Group Ltd (Virgin has 33 branches that operate under the Virgin name)
Where are you at present with your positioning?