1 3 definition of brand from good aunthetic sources.
Highlight common concepts in each. Give reference
2 3 examples each of Name as a Brand Sign Symbol Design Logo Color
3 3 definitions of Brand Equity. Highlight Common
Concepts
4 Top 20 brands from fortune 500 with brand value.
Compare with 2021's brand value
5 3 definitions of family branding & 3 examples
Rankin Rankin
Top 20 Fortune 500 Brand Value Brand Value
S.No g in g in
Companies in 2023 in 2022
2023 2022
1 Amazon 1st $299,280M 2nd $350,273M
2 Apple 2nd $297,512M 1st $355,080M
3 Google 3rd $281,382M 3rd $263,425M
4 Microsoft 4th $191,574M 4th $184,245M
5 Walmart 5th $113,781M 5th $111,918M
6 Samsung 6th $99,659M 6th $107,284M
7 ICBC 7th $69,545M 8th $75,119M
8 Verizon 8th $67,443M 10th $69,639M
9 Tesla 9th $66,207M 28th $46,010M
10 Tiktok 10th $65,696M 18th $58,980M
11 Deutsche Telekom 11th - 17th $60,169M
12 China Construction Bank 12th - 11th $65,546M
13 Home Depot 13th - 20th $56,312M
14 Facebook 14th - 7th $101,201M
15 State Grid 15th - 16th $60,175M
16 Mercedec Benz 16th - 15th $60,760M
17 Agriculture Bank of China 17th - 14th $62,031M
18 Starbucks 18th - 29th $45,699M
19 Toyota 19th - 12th $64,283M
20 WeChat 20th - 13th $50,200M
1
3
Family branding is a marketing strategy that collectively promotes a family of products and services by
focusing on promoting the parent brand name. It is also commonly referred to as Umbrella branding - implying
that the parent brand name is the umbrella under which all branding initiatives are carried .
Family branding is a type of marketing tactic. It involves using one brand name to mark
Family branding, also known as umbrella branding, is a marketing strategy where a group of products or a
whole product line is promoted under a single parent brand name. The idea behind it is, if consumers trust the
parent brand, then they’ll also trust other goods that fall under its “umbrella.”
Umbrella branding is referred to as a marketing practice which involves selling several related
products under the name of a single brand. Umbrella Branding (umbrella brand) also known as
(family branding) involves creating good brand equity for a single brand.
Family branding is an efficient marketing tactic used by companies to promote a group of similar pro
Family branding refers to the marketing strategy where a company uses it’s main brand on other merchandise
belonging to the same or other product categories. The purpose of such branding strategy is to give new
products lines more perceived recognition and credibility as the main company brand is well-known by
consumers.
Procter & Gamble (P&G) is one of the most recognizable umbrella brands in the United States. This
giant consumer goods corporation owns several product lines found in households throughout the
country. Some of the most well-known brands under the P&G umbrella include Pampers, Tide,
Gillette, Crest, Pantene, and Bounty.
Most consumers know Kraft for its classic Macaroni & Cheese dinner. However, this umbrella brand
also houses several other products that span various categories. The most popular examples include
Kraft 100% Parmesan, Kraft Singles, Miracle Whip, Caesar Salad Dressing, and Shake n’ Bake
Chicken Seasoning. Not only do all of these products fall under the food category, but they also
maintain the same quality that customers expect from Kraft.
Johnson & Johnson is a widely recognized company with many product lines under its belt. The most
well-known products under this umbrella brand include Tylenol, Benadryl, Neosporin, Band-Aid,
Aveeno, Neutrogena, and Listerine. These items belong to the personal care category and have
been trusted by Americans for years, making J&J an established leader in umbrella branding.
https://buildd.co/marketing/family-branding
https://www.smartcapitalmind.com/what-is-family-branding.htm#:~:text=Family%20branding%20is%20a%20type,its%20own
https://www.supermoney.com/family-branding/
https://www.marketingtutor.net/what-is-umbrella-branding/
https://vowels.ae/blog/what-is-family-branding/ 2
https://www.dollarella.com/business/family-branding 2
20is%20a%20type,its%20own%20name%20and%20image.
Brand equity, according to Keller, is the effect that brand knowledge has
on consumer response to the marketing of a brand, with the effect
occurring when the brand is known and when the consumer possesses
favourable, strong and unique brand associations (Keller, 1993).
