15 Examples of Successful Umbrella Brands: AXE, Kraft+ - BMB

An umbrella brand is on different products in multiple categories. Some umbrella brands cover a tight set of products (AXE) or cross industries (Kraft, GE).

Aaker brand architecture

Trademarks Journal Vol. 67 No. 3431

15 Examples of Successful Umbrella Brands: AXE, Kraft+ - BMB

7 Examples Of Successful Umbrella Branding Strategies - Propr Strategic Agency

Brand Immortality: How Brands Can Live Long and Prosper

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7 Examples Of Successful Umbrella Branding Strategies - Propr Strategic Agency

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