Should brands fly solo or stay in the family of the master brand?
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5
Fernandez J.Marketing Week (UK), 12 November 2009, Vol. 32, No. 46, Start page: 16, No. of pages: 5
Discusses the issues involved in umbrella branding using the example of Heinz, which announced in October 2009 that it aimed to spend five million pounds sterling to promote the Heinz brand in the UK through its core range rather than individual products, a dramatic shift in the company’s strategy. Explains that Heinz is moving towards an umbrella marketing strategy just as other companies are moving away from such a strategy. Reports on the debate that ensued when Marketing Week magazine asked both marketers and consumers to consider the pros and cons of umbrella branding. Reports the arguments in favor of umbrella branding: that the master brand has to be acknowledged on products because it commands trust, respect, and loyalty; and that when people see a common identity they will want to try other variants because they trust the umbrella brand. Summarizes the arguments against umbrella branding: that umbrella branding is a case of corporate egos getting too big;and people care more about products that meet their specific needs than a brand name when they make choices. Concludes that the decision whether or not umbrella marketing is the right strategy for a brand turns on whether companies feel that it is an effective way of generating customer attention for multiple brands or a waste of time because consumers simply remember the brand and not the product. Includes specific comments from Nicholas McKellow (All for Sports), who is in favor of umbrella branding, and Lousie Noronhiaz (Harley Medical Group), who is against it. Illustrates the points made in the article with particular reference to two brief case studies involving Heinz (the subject of the discussion), and UKTV.Article type: ViewpointISSN: 0141-9285Reference: 39AC354
Keywords: Brand management, Marketing strategy, Promotional methods, Strategic marketing, United Kingdom
