Which branding structure suits your organisation?
Editor | 13-06-2018
Branding, as it stands today is quite critical for any product being launched. Depending on which organization it is coming from, a good branding strategy can either help a brand stand out from the rest of the products launched by the company or stand very much among them while communicating a story in complete synchronicity.
This can be distinctly understood by the two methods of branding discussed below: Individual Branding and Umbrella Branding.
When an organization launches a myriad of products under different bands of brands, it is known as Individual Branding. For example, Johnson & Johnson has Dettol as the antiseptic range, Neutrogena as the women skincare range, and has kept Johnson & Johnson separate for the baby care line of products.
Whereas Umbrella Branding is a technique where new products are launched under the same family or the umbrella name. Here, none of the products are disintegrated to form another umbrella and every product being introduced in introduced under the parent umbrella. For example, Amul has a line for milk, butter, cheese, buttermilk, ice cream under the very same brand of Amul.
Coming to strategically think of it, while Johnson & Johnson had to start from a scratch while it launched Neutrogena, Amul ghee or cheese while being launched just coined on the brand name of Amul which had already been established in the market. But at the same time, if there is one quality flaw in Amul, e.g. Amul Milk does not meet the quality benchmarks then the whole of the brand Amul suffers including the butter, cheese, and ghee line-ups.
Pros of Umbrella Branding
Cons of Umbrella Branding
Though, while there are many branding techniques, given the pros and cons, these two might help to decipher the start of the technique being put into practice. Aiding the organization to understand if the product’s interest lies in sync with the Parent Brand or need to carve a niche of its own.
Individual or Umbrella, the real focus lies in if the brand and product are complementing each other and how the brand links to its consumers! We have a lot many examples of both kinds around us. While Amway, Amul, Google, FedEx etc. are examples of good Umbrella Branding, Johnson & Johnson, Proctor & Gamble, Hindustan Unilever are successful examples of Individual Branding.