Umbrella brand
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An umbrella brand is a brand that covers diverse kinds of products which are more or less related. It applies also to any company that is identified only by its brand and history. Such a company now only acts as designer and distributor. A company under the umbrella brand designation no longer manufactures its own product, but its licenses and designs are sold to other manufacturers. The most common products to be rebranded are televisions, video cassette recorders, DVD players/recorders, and portable CD players. Along similar lines, an umbrella place brand is a brand used by a locality to attract the attention of different kinds of audiences, e.g. incoming tourists, investors, students or settlers. See alsoOther umbrella terms |
