Zima, Liliana Adela - In: Annals of Faculty of Economics 1 (2013) 2, pp. 664-671
TAbstract: The Umbrella Brand can be define to be the mother brand which is not usually model specific which houses the family of brands. sis a trustworthy, relevant, and distinctive promise to the consumer. In our case of General Motorâ€(tm)s Europe, Opel /Vauxhall is the Umbrella Brand. To...