Glossary

Telefon E-Mail Social Media
X
Telefon
Nuremberg:
Tel. +49 911 933 57 80

Vienna:
Tel. +43 1 890 2018
Social Media
Follow us:
YouTube Twitter Facebook
Instagram Xing LinkedIn
Bildquelle: ©magann - Fotolia.com

Umbrella Brand Strategy

An umbrella brand strategy describes the way an umbrella brand achieves the brand positioning. It contains goals and principles of brand management and the brand architecture, which defines the relationship of the subordinate single brands (individual performances of the company) with the umbrella brand.

An umbrella brand strategy is chosen primarily when the range of performances of an organization is too broad for the multitude of its single brands, or when the brand positionings of the essential activities fit together and can therefore be united under one umbrella brand strategy.

The BrandTrust Brand Glossary

B

C

D

E

F

G

I

L

M

N

O

P

S

T

U