Umbrella branding

Is the brand architecture strategy where a primary, or ‘parent’ brand serves as the overarching identity for various sub-brands or product lines. The renowned parent brand usually carries significant brand equity, lending credibility and recognition to its sub-brands. This strategy cultivates a cohesive identity for all the brands while allowing their diverse offerings. For instance, brands such as Hilton Garden Inn, Hilton Grand Vacations, and DoubleTree by Hilton all fall under the Hilton umbrella. While they cater to different market segments, each bears the Hilton name—indicating shared brand heritage and values.