What does umbrella branding refer to?

Umbrella branding is a marketing strategy where a company uses a single brand name for multiple products, allowing them to leverage the established reputation and recognition of that brand across different offerings. This approach creates a cohesive identity, strengthening consumer trust and loyalty.

In the context of the correct answer, the concept aligns with how private label brands can utilize the parent company's branding for various products, which are still closely associated with that umbrella brand. It allows consumers to associate quality and value across different product categories under a recognizable name.

This strategy is particularly effective for companies wanting to introduce new products without the need for individual branding efforts, as the umbrella brand can provide immediate recognition and a presumed level of quality. The other options do not accurately capture the essence of umbrella branding. For instance, personal branding pertains to individuals rather than a collective brand identity, and branding strategies that are exclusive to online products do not encompass the broader implications and applications of umbrella branding across different markets and product lines.