<Ol> <Li> The degree of commonality among the products falling under the corporate umbrella (e.g. Whether the products may act as substitutes for each other). </Li> <Li> The brand equity of a corporation (e.g. Whether the brand is known in its product market). </Li> </Ol> <Li> The degree of commonality among the products falling under the corporate umbrella (e.g. Whether the products may act as substitutes for each other). </Li> <Li> The brand equity of a corporation (e.g. Whether the brand is known in its product market). </Li> <P> Various theories attempt to explain a consumer's decisions and judgements during product purchasing that cause umbrella branding to be a successful marketing strategy . </P>

A group of loosely similar products that are marketed as a group is a description of a