Definition
A brand architecture model in which a single umbrella brand covers the organization's entire portfolio of products and services. Products carry the umbrella brand's name with a descriptor or suffix. All the equity built is concentrated in a single brand: every launch benefits from the accumulated equity and, in turn, contributes to it.
Relationships
types-of / more specific
—
same semantic field
—
Concepts linked to this one by a real relationship in the glossary. Hover over each one to see why it's related.