collective brands

Collective brands are umbrella brands that group multiple individual brands under one parent organization. They serve as a common identity that unites various products or subsidiaries, leveraging shared brand equity to strengthen recognition, consistency, and trust. This approach allows companies to efficiently manage and market multiple brands while maintaining distinct identities for each. Examples include Virgin or Marriott, which oversee many different brands within their portfolios. By operating as collective brands, organizations can capitalize on shared reputation and resources, fostering customer loyalty and easier brand management across diverse products or services.