The "brand umbrella" is important especially for global marketers, says Erin Nelson, senior vice president and chief marketing officer of Dell.

FORBES: CMO Summit

Isn't it the whole point of an umbrella organisation to speak on behalf of the operators, especially when the allegation is they are not prepared for the Olympics?

BBC: Pressure is on for train companies during Olympics

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.

FORBES: Overview