What is Umbrella Positioning?

Umbrella Positioning is a statement or slogan that describes the universal benefit of the company’s offering. At times this statement does not refer to specific products.
Ex: Google being a search engine, has many products that fall under Umbrella positioning of Google.


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Umbrella positioning refers to the practice of bringing an entire line of products under one brand for marketing and messaging purposes. Sometimes, such as General Electric, every product a company produces falls under the umbrella brand regardless of its relationship to other products.

The aid of an umbrella brand is for the main success of one of them, spreading to the rest.