{"id":160271,"date":"2026-06-10T16:48:44","date_gmt":"2026-06-10T16:48:44","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/umbrella-brand\/"},"modified":"2026-06-10T17:59:06","modified_gmt":"2026-06-10T17:59:06","slug":"umbrella-brand","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/umbrella-brand\/","title":{"rendered":"Umbrella brand"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">An umbrella brand is a brand used to represent a diverse range of products. This brand can be used to group different products under a single name, whether within a large group or a specific product line. By associating these products under one brand, they benefit from the reputation and image of the umbrella brand. This approach capitalizes on brand recognition to potentially reduce advertising costs. Umbrella brands are frequently adopted in the food sector, such as Danone, Nestl\u00e9, and Panzani. When an umbrella brand is closely linked to a specific product brand, it is often referred to as an umbrella brand strategy. For example, Danone is an umbrella brand for various food products, while Haribo is an example of an umbrella brand used primarily for a specific product line.<\/p>\n","protected":false},"template":"","categories-glossary":[308],"class_list":["post-160271","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-branding-brand-identity"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160271","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160271"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}