Umbrella branding is a commonly used approach in portfolio management, where the parent brand name is used across a range of products. In such cases, there is an assumption that a halo effect will ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...

Minor Hotels International is unifying its eight hotel brands under a single "masterbrand," consolidating technology systems ...

Fiat may be the best-selling brand under the Stellantis umbrella, but it hardly lifts the needle in the USA. It currently ...

It has a large canopy and a Teflon-coated top to best repel water. While the brand’s umbrella has a durable design with a double-vented canopy and sturdy ribs, Repel does offer a lifetime ...