Corporate Umbrella  Filed Under: Dictionary Says  Definition of
'Corporate Umbrella'  A masterbrand that provides structure for
and lends credibility to other brands belonging to the same
corporation. The corporate umbrella drives consumers' purchase
decisions and transfers brand value to new products and
services.  Investopedia Says  Investopedia explains 'Corporate
Umbrella'  Companies use the corporate umbrella and the
company's credibility when launching new products and services
because the corporate umbrella helps transfer brand value to
sub-brands. While consumers may be unfamiliar with the sub-
brands and associated products, they will recognize the
corporate umbrella brand.  For example, a diversified
conglomerate soft drink producer can place its image on other
items it produces, although each of those brands could be
considered to be somewhat distinct within the corporate
structure.  Articles Of Interest    1. Competitive Advantage
Counts    2. Advertising, Crocodiles And Moats    3. Economic
Moats: