Abstract: 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.