A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

Al-Raggad, Mo’taz Mohammad Rath’an; Hashem, Tareq N.; Al-Raqqad, Rasha Mohammad Rath’an

doi:10.5267/j.ijdns.2022.12.011

Cited by 2 publications

(1 citation statement)

References 20 publications

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“…When satisfied customers are more likely to view the brand positively, remain loyal to the brand, and recommend the brand to others (Hashem et al,2020;Al-Raggad et al,2023). This leads to increased brand recognition and a positive impact on brand value.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

Hashem

2023

J. of Law and Sust. Develop.

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Introduction: Rebranding became a marketing strategy for many organizations now. Cosmetics organizations are adopting rebranding strategy in order to increase the reach for their products. Objective: The current study aims to examine the mediating influence of value engineering on the relationship between rebranding and brand value. Method: The quantitative approach was employed, and a questionnaire was answered by a sample of (203) marketing managers within cosmetic manufacturing organizations in Jordan. SPSS/AMOS were employed in order to screen and analyze gathered data. Results: Results of the study indicated the acceptance of the main hypothesis, arguing that value engineering mediates the relationship between rebranding and brand value. The significance of the study lies in the fact that a more efficient product development process that results from value engineering can lead to significant cost savings, which in turn can positively affect the brand's financial performance. Conclusion: Rebranding increased efficiency and improved performance metrics, such as return on investment, return on assets, and net income, which can enhance the brand's value and give it a competitive edge. The study recommended increasing managers' awareness of value engineering, as they tended to connect the concept of value engineering with the construction sector only.

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Section: Introductionmentioning

confidence: 99%

The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

Hashem

2023

J. of Law and Sust. Develop.

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A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

Al-Raggad¹,

Hashem²,

Al-Raqqad³

2023

10.5267/j.ijdns

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The current study aims at examining the differences between umbrella branding and house of brands on organizational market share. Various variables are adopted including reach, efficiency, image and ambiguity. A sample of 98 marketing managers or their representatives within the chemical industry sector in Jordan, SPSS is employed to screen and analyze gathered data. Results of study indicate that umbrella branding has a bigger and much deeper influence on market share compared to house of brands which is attributed to many factors including that umbrella branding has a wider reach, it is more efficient and more able to shed the light and increase the focus on organization's image, meaning that in umbrella marketing the focus is more on the marketing organization more than manufacturing organization which increases its reputation and market share. The study recommends the necessity for each brand to have a specific purpose to avoid overlapping or disintegration of brands.

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A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

Cited by 2 publications

References 20 publications

The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

The Influence of Rebranding on Brand Value Within Cosmetic Industry Sector: Mediating Role of Value Engineering

A comparative study of umbrella branding approach versus house of brands approach and their influence on market share

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