Huge companies including Unilever, Heinz and Sony believe that umbrella branding should be the basis of their communication activities in promoting their products. They are launching campaigns with taglines fitting the whole range of products. Heinz, which spend $8.3 million to promote the all of its goods under one slogan “It has to be Heinz”, is one of them.
This approach will give all the products central focus on advertising and the brand won’t have to depend on trade promotions in stores, and this definitely saves a lot of money. But this step can be made only in case the company has an established reputation and can be completely sure that its products will have success. The new initiative helps consumers fell reassured about what they are purchasing, because they buy not just a logo, but a meaning.
Some of the global brands never stopped using the general logo in their ad activity, Coca-Cola being one of the most successful among them. The company always tries to put the red spot on the new product to remain on the top whenever and wherever it’s possible. Actually, why not to use something you have worked so hard for.
Apparently, umbrellas do work not only in rainy weather, but in dull financial season as well.