Umbrella brand

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Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products.wikipedia
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Brand equity

brand valuebrandbrand denomination
Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace).
The greater a company's brand equity, the greater the probability that the company will use a family branding strategy rather than an individual branding strategy.

Individual branding

flanker brandIndividual product brandindividual product brands
Individual branding contrasts with umbrella branding (or umbrella branding) and corporate branding, in which the firm markets all of its product together, using the same brand name and identity.

Brand extension

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All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name.

Apple Inc.

AppleApple ComputerApple Inc
For instance, assuming that the consumer had satisfactory past experiences with the company's products, if Apple Inc. would develop and sell a new version of a Macbook, consumers would deem it more reliable and potentially of superior quality rather than if Apple would produce a new beverage due to Apple's past product line.

MacBook

MacBook familyApple MacBookMacBooks
For instance, assuming that the consumer had satisfactory past experiences with the company's products, if Apple Inc. would develop and sell a new version of a Macbook, consumers would deem it more reliable and potentially of superior quality rather than if Apple would produce a new beverage due to Apple's past product line.

Schema (psychology)

schemaschemasschemata
Schemas are a human's personal cognitive representations of the environment that guide their perceptions, thoughts and actions.

MacBook Pro

MacBook Pro with Retina DisplayApple MacBook ProTouch Bar
For instance, Apple Inc. adds new products (e.g. Macbook Pro, Apple Watch) to their line and benefits from past marketing since consumers use previous information to make an inference about a product with the same brand name, allowing Apple to focus on promoting the corporate brand, rather than multiple individual brands.

Apple Watch

Apple Watch Series 4Apple Watch EditionApple
For instance, Apple Inc. adds new products (e.g. Macbook Pro, Apple Watch) to their line and benefits from past marketing since consumers use previous information to make an inference about a product with the same brand name, allowing Apple to focus on promoting the corporate brand, rather than multiple individual brands.

Starbucks

Starbucks CoffeeStarbucks CorporationStarbucks Entertainment
For instance, the Starbucks brand is associated to coffee-related products and therefore consumers would mainly recognise the brand on products related to the specific market.

Cannibalization (marketing)

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Lastly, cannibalisation (reduction in sales volume due to the introduction of a new product by the same company) may result when related products are introduced under the same corporate brand as internal product competition will lead to consumers choosing between products from the same brand, stunting future investment into product creation of the same product line under the corporate umbrella.

Procter & Gamble

Procter and GambleP&GProcter & Gamble Productions
Starbucks Corporation, Virgin Group, Procter & Gamble, Unilever, Apple Inc. and The Coca-Cola Company are examples of multinational companies that use umbrella branding in some of their product lines.

Unilever

OmoUnilever plcPukka Herbs
Starbucks Corporation, Virgin Group, Procter & Gamble, Unilever, Apple Inc. and The Coca-Cola Company are examples of multinational companies that use umbrella branding in some of their product lines.

The Coca-Cola Company

Coca-ColaCoca-Cola CompanyCoca Cola Company
Starbucks Corporation, Virgin Group, Procter & Gamble, Unilever, Apple Inc. and The Coca-Cola Company are examples of multinational companies that use umbrella branding in some of their product lines.

Virgin Cola

their ownVirgin Cola Bottling PlantVirgin Vanilla Cola

Virgin Group

VirginVirgin France S.A.Virgin Video
Starbucks Corporation, Virgin Group, Procter & Gamble, Unilever, Apple Inc. and The Coca-Cola Company are examples of multinational companies that use umbrella branding in some of their product lines.