We have 1, 000 content creators journalists, authors, academics, topic experts and business leaders building individual brands under the FORBES umbrella brand.
The "brand umbrella" is important especially for global marketers, says Erin Nelson, senior vice president and chief marketing officer of Dell.
But as SaaS providers broaden their offerings, bringing various services under their brand umbrella, one factor will emerge as the driver of customer preference a consistent and intuitive user experience.
FORBES: The Key To Great Web Software Is A Consistent, Intuitive User Experience
The Virtus model is a simple yet timely one: Acquire a diverse group of boutique investment firms that are doing well or have promise, offer these smaller managers liquidity and give them access to broader distribution under a single brand umbrella.
Each brand under their umbrella has a dedicated team, budget, and identity.
Rather than marketing under a "Brand Australia" umbrella, the country's better wine outfits want to create a range of regional brands with quality--and higher price points--as the focus.
Even more significantly for its public image, Citigroup was careful to retain its identifying brand image of the red umbrella, which came in the original acquisition of Travelers in 1998.
And along with another less-heralded brand, Mazda (also under the Ford umbrella), which will lead Ford to better engines and mechanical know-how (especially in small cars), Ford seems to be taking the approach that what it can learn from its subsidiaries will only better its own identity while simultaneously enhancing the credibility and individuality of its satellite companies.
Under the merger - which will create a university of up to 13, 000 students - the Swansea Met brand will remain, but it will come under the umbrella of Trinity Saint David.
Apple Inc. has in recent years seen the startling success of its revolutionary gadgets, yet according to BrandIndex data, it is the Apple brand itself which still has the best consumer perception of all brands under the Apple umbrella.
FORBES: Amidst Stable of Prizewinners, Apple's Own Brand Still Perceived as Best
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