Umbrella brand

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An umbrella brand is a brand that simultaneously covers different products for a wide range of market segments. The products grouped together in this way all benefit from the reputation and image of the umbrella brand. For the company, this exploitation of the brand capital allows to limit considerably the advertising costs.

For example, BIC is an umbrella brand known mainly for its pens. However, the brand also offers colored pencils, lighters and shavers. The umbrella brand strategy is used in different sectors. In recent years, it is widely used by the food industry.