Relevant bibliographies by topics / Umbrella brand

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Book chapters
  4. Conference papers

Academic literature on the topic 'Umbrella brand'

Author: Grafiati
Published: 4 June 2021
Last updated: 26 July 2025

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Journal articles on the topic "Umbrella brand"

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Prit, Saren, and Mumuh Mulyana. "Membangun Keunggulan Bersaing Melalui Strategi Umbrella Brand." Jurnal Ilmiah Manajemen Kesatuan 7, no. 3 (2019): 303–12. http://dx.doi.org/10.37641/jimkes.v7i3.279.

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Business and consumer behavior that is always changing and growing rapidly requires companies to make changes in strategy to increase competitive advantage. The purpose of this study is (1) To determine the strategy of internal and external factors in implementing umbrella brand strategy at PT. Indofood as a competitive advantage. (2) To find out the strategy applied in developing the umbrella brand strategy of PT. Indofood Sukses Makmur as a competitive advantage. The results of this study are (1) Brand that has long been known by the people of Indonesia gets a weight of 0.104 and a rating of
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Keller, Kristopher O., Inge Geyskens, and Marnik G. Dekimpe. "Opening the Umbrella: The Effects of Rebranding Multiple Category-Specific Private-Label Brands to One Umbrella Brand." Journal of Marketing Research 57, no. 4 (2020): 677–94. http://dx.doi.org/10.1177/0022243720922853.

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The authors study the consequences of rebranding multiple category-specific private-label (PL) brands by “opening the umbrella” and unifying them under a common brand name. Retailers expect positive consequences that may manifest themselves in two ways: (1) an increased intrinsic brand strength and (2) an improved marketing-mix effectiveness. The authors analyze three substantially different retailers that rebranded one of their PL tiers. Consistent with the national-brand literature on umbrella rebranding, all three retailers realized an increase in the rebranded PL tier’s intrinsic brand str
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Sebri, Mouna, and Georges Zaccour. "Estimating umbrella-branding spillovers: a retailer perspective." European Journal of Marketing 51, no. 9/10 (2017): 1695–712. http://dx.doi.org/10.1108/ejm-02-2016-0074.

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Purpose The starting conjecture is that the market share of a brand in one category benefits from its performance in another category, and vice versa. The purpose of this paper is to assess the umbrella-branding spillovers by investigating the presence of synergy effect between categories when a retailer and/or a manufacturer decide to adopt/use the same name for his products. In fact, besides the cross-category dependency due to substitutability or complementarity, products can also be linked through their brand name in presence of an umbrella-branding strategy. Design/methodology/approach Th
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Papa, Marco, and Paola Rossi. "The Valuation of Brand Architectures: An Empirical Investigation in the Wine Sector." International Journal of Business and Management 11, no. 8 (2016): 73. http://dx.doi.org/10.5539/ijbm.v11n8p73.

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<p>In recent years, consulting firms and academics have developed a plethora of methods to place a monetary value on brands. The models used in practice either focus on product brands - the commercial trademarks used to target specific client segments, or on corporate brands - all the intangibles that come under an umbrella name. However, the current marketing strategies reveal that few companies use commercial brands and corporate brands separately, as they are typically integrated into complex brand architectures that combine product brands and corporate brands in different flavours. T
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Erdem, Tülin. "An Empirical Analysis of Umbrella Branding." Journal of Marketing Research 35, no. 3 (1998): 339–51. http://dx.doi.org/10.1177/002224379803500305.

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In this article, the author studies the processes by which consumers’ quality perceptions of a brand in a product category are affected by their experience with the same brand in a different category. The model proposed and estimated explicitly incorporates some of the basic consumer behavior premises of signaling theory of umbrella branding (Montgomery and Wernerfelt 1992; Wernerfelt 1988). The author provides a framework to analyze the impact of marketing mix strategies in one product category on quality perceptions, consumer perceived risk, and consumer choice behavior in a different catego
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Medvedeva, M. B., and E. B. Starodubtseva. "The Russian exported goods under the umbrella brand: Expectations and reality." National Interests: Priorities and Security 16, no. 9 (2020): 1636–55. http://dx.doi.org/10.24891/ni.16.9.1636.

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Subject. The restructuring of the Russian exports is a crucial issue of the foreign trade policy. Considering sanctions against Russia, exports can be reshaped with non-trivial methods. The Russian goods can be successfully offered to the foreign market if an umbrella brand Made in Russia is used. Objectives. The study determines difficulties and opportunities of promoting the Russian goods to the foreign market under the umbrella brand Made in Russia. Methods. The study relies upon general and special methods of research, such as retrospective, systems and functional structure analyses, obser
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Bapat, Dhananjay. "Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy." Journal of Asia Business Studies 14, no. 4 (2020): 505–24. http://dx.doi.org/10.1108/jabs-01-2019-0020.

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Purpose The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience. Design/methodology/approach The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after expo
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Muhammad, Saif Rizwan Jeewa, Masood Hassan Dr., Arif Arsal, Davi Khushboo, and Jawad Rabia. "The Impact of Brand Extension on Brand Personality a Case Study of Nestle Pakistan." International Journal of Management Sciences and Business Research 11, no. 7 (2022): 104–12. https://doi.org/10.5281/zenodo.7154136.

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<em>This research study is to test the impact of Brand Extension on Brand Personality of the brand Nestle, Pakistan. Brand extension is usually done for the well reputed brands, who serve as an umbrella for success of other brands and their products. The variables related to brand extension taken into consideration for this study include the competitive strategy, quality, perceived fit, innovation, and brand loyalty. Data for this study was gathered using primary sources. The instrument used for gathering primary data was the close-ended questionnaire, which was self-administered from a sample
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Al-Raggad, Mo’taz Mohammad Rath’an, Tareq N. Hashem, and Rasha Mohammad Rath’an Al-Raqqad. "A comparative study of umbrella branding approach versus house of brands approach and their influence on market share." International Journal of Data and Network Science 7, no. 1 (2023): 15–24. http://dx.doi.org/10.5267/j.ijdns.2022.12.011.

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The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more
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Singh, Dr. Jeet, and Dr. Preeti Yadav. "MANAGING BRANDS: CHALLENGES AND STRATEGIES." Asian Journal of Research in Marketing 2, no. 2 (2013): 24–39. https://doi.org/10.5281/zenodo.15037192.

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The battle for a share of the customer&rsquo;s wallet and cut throat competition for every bit of market space has resulted in search for a powerful weapon that delivers sustainable competitive differentiation. Here it is important to quote Philip Kotler about his perception on brands, &ldquo;Branding is expensive and time consuming and it can make or break a product&rdquo;. But even then, today, branding is such a strong force that hardly anything goes unbranded. No one had thought that commodities like Rice, Salt and Aata would be branded. Experience suggests that no product can really be a
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Dissertations / Theses on the topic "Umbrella brand"

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Ejnar, Frida, and Maria Sahlberg. "Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202589.

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Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more
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Hasan, Md Kamrul, and Rabia Khan. "Building international brand through promotional Strategy: A case study of MEC: Active Engagement in Bangladesh." Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5334.

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Background: The brand embodied a set of values and attributes which were appropriate, which stimulated consumer interest, which distinguished brand from others and created a unique piece of property for its owners. From marketing point of view, brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential advantage. Furthermore, brands communicate tangible and intangible advantages and are attractive to a range of feeling. In order to make decisions for brand strategy, branding plays
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Silberhorn, Nadja. "Four essays on modeling brand choice and brand loyalty." Doctoral thesis, Humboldt-Universität zu Berlin, Wirtschaftswissenschaftliche Fakultät, 2010. http://dx.doi.org/10.18452/16094.

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Die vorliegende Arbeit besteht aus vier Aufsätzen, die sich mit der Modellierung von Markenwahlverhalten und Markentreue beschäftigen. Der erste Aufsatz gibt eine Einführung in das Nested Logit Modell und weist auf die Existenz von zwei unterschiedlichen Spezifikationen hin. Das utility maximization nested logit (UMNL) und das non-normalized nested logit (NNNL) Modell besitzen unterschiedliche Eigenschaften, die die Schätzergebnisse beeinflussen. Mit einer Simulationsstudie werden die Konsequenzen der Verwendung verschiedener Softwarepakete demonstriert. Außerdem wird gezeigt, dass nur die UMN
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Engström, Ellinor, and Hanna Svedman. "Horizontal brand extensions : the key factors of success." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20817.

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Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well.The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business de
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Ericsson, Maria, and Jacqueline Pettersson. "Lojala kunder och paraplyvarumärkesstrategier." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2516.

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<p>Den övergripande problematiken vi identifierat är relationen mellan starka varumärkenoch kundlojalitet i företag med flera olika produktvarumärken. Syftet med denna uppsats är att förstå om och hur företag med paraplyvarumärkesstrategier kan skapa och bibehålla lojala kunder. Vi vill överföra det övergripande teoretiska resonemanget inom varumärkesstrategi och inom lojalitetsstrategi på företag med paraplyvarumärkesstrategier. </p><p>Varumärket Axfood är ett exempel på ett företag som har flera olika produktvarumärken (Hemköp, Willy:s, Willy:s hemma med flera). Vi har vid genomförandet av s
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Wang, Che-Ta, and 王哲達. "The Endorsing Effect of the Umbrella Brand of Financial Holdings Corporations." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/wae5x5.

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碩士<br>銘傳大學<br>資訊管理學系碩士在職專班<br>94<br>Because the financial circles in Taiwan were protected thoroughly by the government, the distinction between products and services was not so noticeable. Also, the lacking of competitions and diversity makes the decision stratum overlook the weight of brand and marking; few people have ever explored the uncharged waters. Issues on Brand Equity had never been treated secondary in academic circles during the past. However, only a few people discuss over this issue, let alone the endorsing effect following the brand equity. So I’d like to expect this res
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Rodrigues, Diana. "Alcobaça: routing ceramics." Master's thesis, 2012. http://hdl.handle.net/10071/4899.

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The current project aims to know the idiosyncrasies of ornamental ceramics sub-sector, from Alcobaça (Portugal). Later, it will be suggested a set of actions to improve it, trying to refrain its negative trend. This paper applies the idea of cluster, from Michael Porter, to the analyzed factories showing how they compete and cooperate at the same time. Consequently, it extends the referred concept to the possibility of an inter-firm umbrella brand, where all those enterprises can join efforts under a common strategy. This is particularly relevant, once many of them lack marketing pro-activity
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Hausmann-Hofer, Michaela. "Wahrnehmung von internationalisierten Transfermarken im Messebereich: Eine empirische Analyse von Messe-Marken-Designs in Asien." 2019. https://slub.qucosa.de/id/qucosa%3A74400.

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Bedingt durch Digitalisierung und Globalisierung, Inter- als auch Intra-Wettbewerb sind verstärkt Managemententscheidungen im Messewesen hin zur Internationalisierung zu beobachten. Wirtschaftlich sehr bedeutend, ist China auch für die Internationalisierungsstrategien von Messeveranstaltern essentiell. Dabei erfolgt beim Transfer der Heimatmesse vom Standort Deutschland nach Asien entweder eine Anpassung oder eine Differenzierung der Messemarke. Die Forschungsarbeit fußt auf dem Verständnis der holistischen Markengestaltung des Leistungsbündels „Messeveranstaltung“ mittels Marken-Design. Ausge
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Fernandes, Ana Margarida Matos da Cruz. "Export promotion agency for the Portuguese olive oil sector : a boost in exports of branded olive oil." Master's thesis, 2018. http://hdl.handle.net/10400.14/25537.

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Portugal is one of the main players on the olive oil sector. The production methods used, as the products’ quality, have been recognized by specialists. However, the difficult access to distribution channels abroad, the expensive distribution costs and lack of notoriety of olive oil and of Portuguese brands are some of the barriers on the export of branded olive oil, leading producers to sell branded olive oil mainly in Portugal and export in bulk. Exporting branded olive oil increases the reputation of the Portuguese products and exports in value. This thesis aims to fill a gap in the literat
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"Umbrella Branding of Private Labels." Doctoral diss., 2014. http://hdl.handle.net/2286/R.I.25838.

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abstract: Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data
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Book chapters on the topic "Umbrella brand"

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Schultz, Don E. "Measuring the value of the corporate brand." In Raising the Corporate Umbrella. Palgrave Macmillan UK, 2001. http://dx.doi.org/10.1057/9780230554580_13.

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Yu, Shengjing, Martin J. Liu, and Dandan Ye. "Place Umbrella Branding and the Provision of Quality: A Case Study of the “ZhejiangMade” Brand." In China Branding. Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-9318-1_1.

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Kulikov, Daniil, Irina Kuzmina-Merlino, and Guillaume Bodet. "Coopetitive Brand Governance in Corporate Umbrella Sports Clubs: Enhancing Fan Engagement and Glocal Market Penetration." In Lecture Notes in Networks and Systems. Springer Nature Switzerland, 2025. https://doi.org/10.1007/978-3-031-87532-8_31.

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Rusu, Claudia-Roxana, Jean-François Trinquecoste, and Dale F. Duhan. "An Affinity for Variety: Umbrella Brands and Buyer Behavior: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_137.

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"brand umbrella." In The Fairchild Books Dictionary of Fashion. Fairchild Books, 2022. http://dx.doi.org/10.5040/9781501365287.287.

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Segler, Kay G. "Branding in 2025." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch081.

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This chapter develops a view on brand management in the year ‘2025'. Author proposed three main levers of change: technology, society, and customer behavior. These levers influence the “corporate system” in which companies and other organizations operate. Author further proposed ten suggestions which could employ for brand management in 2025. These are: 1. Development of stronger brand messages, 2. Importance of sound, movement, and animation in branding, 3. Continuous evolution of brands, 4. Sub-brands as a key to emotionalize customer perception, 5. Need to interact more with stakeholders, 6
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Pachpande, Priti, and Sham Bachhav. "‘One’ versus ‘Many’." In Indian Business Case Studies Volume IV. Oxford University PressOxford, 2022. http://dx.doi.org/10.1093/oso/9780192869401.003.0015.

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Abstract Choice of umbrella or corporate branding as against product branding depends upon the nature and type of the product, how frequent is the requirement of changes in its features, design, etc. Each of the branding strategy has its own merits and demerits. The company has to decide which strategy is suitable for its products and its overall aptitude. With umbrella brands, one is investing in just a single brand and leveraging its equity across various categories. In the long run, one can economize advertising and new launch costs on the back of this investment. It is not always possible
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Segler, Kay G. "Branding in 2025." In Driving Customer Appeal Through the Use of Emotional Branding. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch002.

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This chapter develops a view on brand management in the year ‘2025'. Author proposed three main levers of change: technology, society, and customer behavior. These levers influence the “corporate system” in which companies and other organizations operate. Author further proposed ten suggestions which could employ for brand management in 2025. These are: 1. Development of stronger brand messages, 2. Importance of sound, movement, and animation in branding, 3. Continuous evolution of brands, 4. Sub-brands as a key to emotionalize customer perception, 5. Need to interact more with stakeholders, 6
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Sinclair, Georgina. "Conceptualizing the International Policing Agenda." In Exporting the UK Policing Brand 1989-2021. Oxford University PressOxford, 2022. http://dx.doi.org/10.1093/oso/9780198743200.003.0002.

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Abstract This chapter sets out the historical framework outlining the what and the types of activities of international policing, its investigation within the Western literature, the terminology and concepts encapsulated (including transnational policing, global policing, democratic police reform, capacity building), and their interpretation by theorists (academics) and practitioners. The chapter introduces the nature of international policing as part of wider processes of policing assistance within peace operations, police assistance to other countries under the umbrella international develop
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Kemppainen-Koivisto, Riitta, Katta Siltavirta, Rauno Rusko, and Seppo Särkkä. "Creativity with Institutionalization." In Nationalism, Cultural Indoctrination, and Economic Prosperity in the Digital Age. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7492-9.ch010.

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Typically, creativity and institutionalism are not closely related. However, when talking about cooperatives (or co-ops), the authors introduce, in addition to the paradoxical tension between institutionalism and creativity, perspectives and cases in which institutionalism is a channel for creative production. People often associate cooperatives with institutional characteristics because of their collective manifestations in history, such as agricultural or financial cooperatives. Furthermore, co-ops typically consist of several entrepreneurs working under the same “umbrella” organization. How
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Conference papers on the topic "Umbrella brand"

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Navarro, Luis, Jesus Pastor, Ana Clara Pastor, and Adrian Archanco. "Is Origin Denomination an Important Marketing Strategy? The Case of Spanish Wine Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2010. http://dx.doi.org/10.36880/c01.00110.

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This investigation work consists on an analysis with the model European Customer Satisfaction Index (ECSI), in order to know the influence that has belonging to an Origin Denomination in the wine sector. So, we’ve made a marketing research directed to the particular case of Somontano’s Wine Origin Denomination which acts as an “umbrella” brand for many wineries of Aragón (Spain). Simultaneously these wineries have their wines under different brands. This study tries to find out if to belong to a DO benefits the wineries. Possibly “strong” wineries improve the image of Somontano’s DO and other
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Manavis, Athanasios, Nikolaos Efkolidis, Konstantinos Kakoulis, and Panagiotis Kyratsis. "The “Do-it-yourself (DIY)” brand design strategy through computational design tools." In 11th International Symposium on Graphic Engineering and Design. University of Novi Sad, Faculty of technical sciences, Department of graphic engineering and design, 2022. http://dx.doi.org/10.24867/grid-2022-p75.

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The three-dimensional form of a product is a key element in the development of a brand identity through the computational design methodology. Brand identity has an in-depth relationship with the object’s shape and product assembliness. In traditional mass production design methodologies, designers encode specific parameters into design rules that aren’t used by end-users to customize their own products. The “Do-It-Yourself (DIY)” process enable users to express themselves through the design thinking approach. Self-design is a form of co-creation between designer's knowledge and customer's skil
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Kamalova, Anara. "State Marketing as a Factor in the Strengthening of Macroeconomic Indicators." In International Conference on Eurasian Economies. Eurasian Economists Association, 2015. http://dx.doi.org/10.36880/c06.01439.

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This article deals with the state of marketing and its role in strengthening macroeconomic indicators of the Kyrgyz Republic, but it does not apply in the country properly. The need for the use of state marketing is intensifying with the entering of Kyrgyzstan to EEU as a member. To improve the structure of foreign trade, it is proposed marketing initiatives and research on the study of the external market, the internal potential of the country, specialization of production, the creation of "umbrella brand" for the country, the best way of satisfying consumers of public services, effective con
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Neumann, Hans-Rudolf, Dirk Röder, and Hartmut Röder. "Diverse and rich fortified cultural heritage of the Iberian Peninsula. Basis for culture tourism with the European Culture Route Fortified Monuments FORTE CULTURA®." In FORTMED2020 - Defensive Architecture of the Mediterranean. Universitat Politàcnica de València, 2020. http://dx.doi.org/10.4995/fortmed2020.2020.11394.

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Fortresses are architectural pearls, cultural sites, event locations, experience places and memorials, mostly situated at breath-taking places on mountains, rivers or in the under-ground. Fortresses are monuments of common European history, they mirror the past into the present, connect cultures and offer deep insights into the historical conflicts. Fortified monuments are part of what makes Europe unique and attractive. This cultural heritage has to be preserved and made accessible for the culture tourism at the same time. The Iberian fortified heritage has big potential for new culture touri
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Krce Miocic, Bozena. "POTENTIAL OF CULTURAL HERITAGE IN THE DEVELOPMENT OF TOURISM PRODUCTS IN RURAL DESTINATIONS: PERCEPTIONS OF RAVNI KOTARI RESIDENTS (CROATIA)." In Tourism in Southern and Eastern Europe 2023: Engagement & Empowerment: A Path Toward Sustainable Tourism. University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. http://dx.doi.org/10.20867/tosee.07.14.

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Purpose – The goal of this study is to examine the potential of the development course in Zadar hinterlands, i.e., the Ravni kotari area that represents a rural type of destination. For the purpose of this study, it was important to assess the awareness and familiarity of the residents in Ravni kotari with their cultural heritage, but also to evaluate their perceptions regarding the importance and potential of said cultural heritage in the development of tourism products. This paper provides an answer to the question of Ravni kotari residents’ perception regarding the potential of their cultur
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