Astrology has made a deep impact on branding and launching products in the market. In umbrella branding, two or more products are sold under the same brand; hence, it has become quite vital for the businessmen to take the help of astrologists to make the product famous in the market. With different astrological strategies, the branding managers find a strong foothold to launch the product in the market.

Umbrella branding means a company uses its trusted name to sell many different products. People like buying from a brand they know because they assume all its products are good. So, companies use their famous name to sell various things. This helps them keep customers loyal and compete better. Customers get a reliable one-stop shop they can trust.

Umbrella branding, also known as family branding or corporate branding, is a marketing strategy in which a parent company or a primary brand uses its name and reputation to promote and market a range of related products or subsidiary brands. In this strategy, the parent company’s brand serves as an “umbrella” that covers and encompasses all the individual products or brands within its portfolio.

Key characteristics of umbrella branding include

  1. Consistency: Under umbrella branding, all products or subsidiary brands share a common brand name, logo, and visual identity. This consistency helps create a strong and unified brand image.
  2. Leveraging Brand Equity: The parent company’s brand is often well-established and has built up a reputation and customer trust over time. By using this existing brand equity, the company can potentially boost the recognition and credibility of its subsidiary brands.
  3. Cost Efficiency: Marketing and advertising costs can be reduced because the parent brand’s reputation is leveraged across multiple products or brands. This can lead to cost savings compared to promoting each brand individually.
  4. Cross-Selling Opportunities: When consumers have a positive experience with one product or brand under the umbrella, they may be more inclined to try other products or brands within the same portfolio, thereby increasing cross-selling opportunities.
  5. Risk Mitigation: If one product or brand encounters a problem or crisis, the impact on the parent company’s overall brand reputation may be less severe because the reputation is spread across multiple products or brands.
  6. Brand Extensions: Parent companies can introduce new products or brands more easily under an established umbrella brand. Consumers may be more willing to try these extensions because they trust the parent brand.
  7. Segmentation: While umbrella branding creates a unified brand image, it also allows for segmentation and targeting different market segments with specialized subsidiary brands or products.

Examples of companies that employ umbrella branding include Procter & Gamble (P&G), which owns numerous consumer product brands like Tide, Pampers, and Gillette, all of which are promoted under the P&G corporate umbrella. Similarly, The Walt Disney Company uses its core brand to promote various subsidiaries, including Disney Theme Parks, Disney Studios, and Disney Television.

Umbrella branding can be a powerful strategy for companies with a strong and trusted brand name, but it requires careful management to ensure that the reputation of the parent brand is not negatively affected by any issues that may arise with individual products or brands within the portfolio.

List of Indian Companies Employ Umbrella Branding Strategies for Maximum Impact

Several Indian companies employ umbrella branding strategies to promote and market a range of products or subsidiary brands under a common parent brand. Here are some notable examples:

  1. Tata Group: The Tata Group is one of India’s largest and most well-known conglomerates. It uses umbrella branding to cover a wide range of businesses, including Tata Motors (automobiles), Tata Steel (steel products), Tata Consultancy Services (IT services), and Tata Tea (beverages). The Tata brand is associated with trust, reliability, and innovation.
  2. Reliance Industries: Reliance Industries, led by Mukesh Ambani, is another major conglomerate in India. The Reliance brand covers diverse sectors, including telecommunications (Reliance Jio), retail (Reliance Retail), and petrochemicals (Reliance Petrochemicals), among others.
  3. Mahindra Group: The Mahindra Group is known for its umbrella branding strategy, with brands like Mahindra & Mahindra (automobiles and farm equipment), Mahindra Finance (financial services), and Mahindra Holidays (vacation ownership) all falling under the Mahindra umbrella.
  4. Aditya Birla Group: The Aditya Birla Group is involved in various industries, such as metals, cement, textiles, telecommunications, and financial services. Brands like Aditya Birla Capital, Aditya Birla Fashion & Retail, and Aditya Birla Chemicals are part of the group’s umbrella branding.
  5. ITC Limited: ITC is a diversified conglomerate with businesses in sectors like cigarettes, FMCG (Fast-Moving Consumer Goods), hotels, paperboards, and more. The ITC brand is synonymous with high-quality products and sustainability.
  6. Hindustan Unilever Limited (HUL): HUL, a subsidiary of Unilever, is one of India’s leading FMCG companies. It markets a wide range of products, including personal care, home care, and food and beverages, under well-known brands like Dove, Surf Excel, and Knorr, all within the HUL umbrella.
  7. Adani Group: The Adani Group operates in sectors such as energy, infrastructure, logistics, and resources. Brands like Adani Ports & SEZ, Adani Power, and Adani Green Energy are all part of the Adani Group’s portfolio.
  8. Bajaj Group: The Bajaj Group has interests in various industries, including automobiles (Bajaj Auto), finance (Bajaj Finserv), and electrical appliances (Bajaj Electricals). The Bajaj brand represents innovation and trust.

These Indian companies have successfully employed umbrella branding to create strong and recognizable corporate brands while managing diverse business interests across multiple sectors. The umbrella branding strategy helps them leverage the reputation and trust associated with their core brand to benefit their subsidiary brands and businesses.

How Astrology is Helpful?

As there are two or more products involved, there is a greater chance of risk of failure in the target market. To avoid such risks, the businessmen look forward to astrologers as their studies and knowledge can rule out any obstacle. According to Astro-Strategist and Business Astrologer™ Hirav Shah, a product planetary alignment must be taken into consideration to understand how it is going to perform in the market. GAP Analysis is the best tool for the same.

By keeping the planetary combination and zodiac studies in mind, a product’s image and branding must be done. This has actually proven highly beneficial for many organisations. When the planets are properly aligned, the product or products will fetch positive reviews from the customers and make a strong presence.

The impact of astrology is huge in branding. No matter how well a brand performs in the market, managers take planets and their strength into consideration. If a major planet is not strong in the chart, it is reinforced by consulting an astrologer.

Impact of Astrology on Umbrella Branding Strategy

1. Target Audience Alignment

Astrology can be used to segment and align branding efforts with specific astrological signs or personality traits. For example, a brand might create marketing campaigns or product offerings tailored to the characteristics associated with each zodiac sign. This approach can help resonate with consumers who believe in astrology.

2. Seasonal and Astrological Promotions

Brands may align their promotional activities with astrological events such as horoscope changes, retrogrades, or significant planetary alignments. This can be a way to engage customers and create a sense of novelty and relevance.

3. Personalized Marketing

Astrology can provide insights into consumer personalities and preferences based on their astrological sign. Brands may use this information to personalize their marketing messages, product recommendations, and customer experiences.

4. Brand Image and Personality

Brands can leverage astrology to shape their own image and personality. For instance, a brand might align itself with qualities associated with certain signs (e.g., creativity for Pisces, ambition for Aries) to establish a more relatable and attractive identity.

5. Content and Social Media Strategies

Astrology-related content, such as horoscopes, can be integrated into a brand’s content marketing and social media strategies. This content can generate engagement and create a sense of community among astrologically inclined consumers.

6. Product Design and Naming

Brands may incorporate astrological symbols or themes into their product designs and naming conventions. This can make products more appealing to individuals who identify with specific astrological signs.

However, it’s important to consider several caveats

1. Ethical Considerations: Using astrology in branding should be done ethically and with respect for diversity. It’s essential to avoid reinforcing stereotypes or making false claims about the predictive power of astrology.

2. Cultural Sensitivity: Astrology’s significance varies across cultures, so brands must be sensitive to cultural differences and not assume a universal appeal.

3. Authenticity: Brands that incorporate astrology into their strategies should do so authentically. Consumers can quickly detect insincerity, so aligning with astrology should match the brand’s overall identity.

4. Legal Compliance: Be mindful of any legal regulations or advertising standards that govern the use of astrological claims in marketing.

Conclusion

In conclusion, business astrology can impact umbrella branding strategies by providing a framework for targeting, personalization, and engagement. However, it should be approached with care, ethical considerations, and cultural sensitivity to avoid potential pitfalls and resonate positively with consumers who believe in or are interested in astrology.

Hirav Shah- An Author

As per Hirav Shah “Exponential Growth can be achieved when you know where you are, where you want to go, why you want it, what’s the GAP between your goal and your current situation and finally what are the chances to achieve your goal”. Now the question is how to find the chances to achieve your goal?

If you are not able to make MONEY as per POTENTIAL of your business, means there must be some problem in your HARDWORK or STRATEGIES or EXECUTION or TALENT or LUCK.