What are the benefits/disadvantages/difficulties of umbrella branding, i.e.,
"overarching brand used across multiple related products" (wiki)
vs individual branding.
We are looking for a strategy for branding our web services that, at the moment, are targeted to at most 2 countries. However, we have not yet established any of our web services, and it wouldn't be a problem to place them under a single name:
ABC Name - Maps ABC Name - Yellow Pages ABC Name - Eshops etc.
My main concern is: Since we have only recently started, would a single "top-name" benefit us or do we risk a branding failure.