Which strategy focuses on a single brand across various products?

The strategy that focuses on a single brand across various products is known as umbrella branding. This approach involves marketing multiple related products under one brand name, which allows for brand recognition and loyalty to extend across the different items in the product line. For example, a well-known beverage company may offer a variety of soft drinks, juices, and flavored waters all under the same brand name. This strategy provides several advantages, including economies of scale in marketing and the ability to capitalize on the established reputation of the brand, creating a strong association in consumers' minds that can enhance sales and customer loyalty across the different categories of products.

In contrast, exclusive brands are typically limited to one retailer and do not encompass a range of products under a single brand name; instead, they focus on a specific type of product. Store brands, also known as private labels, are developed and owned by a particular retailer and may not encompass various product types within the same branding approach. Copycat brands mimic the established brands but do not create a cohesive identity across multiple products, focusing instead on imitating a single product or category rather than leveraging a full portfolio under one brand umbrella. This illustrates the unique positioning of umbrella branding in marketing strategy.