Umbrella and Pillar Branding: The Jacob′s Case Study

A case study of how a major company decided to use one strong brand equity to unify its whole product portfolio is presented. Two established brandnames (Jacob′s and Huntley & Palmers) would have been acceptable for the purely biscuit market but Jacob′s was chosen(after market and image analysis) to embody both the company′s traditional virtues and allow a thrust towards a more modern image and future role as a snack.