What is an umbrella brand?

Umbrella brands are brand names utilized by a range of different but related products. Sometimes referred to as family branding, the idea behind this type of approach is to enhance the marketability of all the products that carry the same name, thus building an increased rapport with consumers. Because of this, the manufacturer can introduce new products related to the existing product lines, and immediately attract customers who routinely use other products sold under the brand. The best Indian example is Amul – butter, cheese, milk, ice cream, chocolates etc.