Impact of the umbrella brand on company development

Modern business requires modern solutions, and one of the trends was the formation of "umbrella brands". This strategy is popular both in narrow niche market sectors and in a highly competitive environment. The trend began to gain momentum in the late 1980s and early 1990s, when many large companies thought about the inconvenience of concluding contract schemes for business development and switched to the creation of "subsidiaries" and "grandchildren" structures with an ever wider range of goods and services. The authors explored the most common approaches to opening an "umbrella" in business, characterized the advantages and disadvantages of the formed strategies. The article examines the impact of umbrella branding on the development strategy and value of the Russian company Yandex. The chronology of the development of the company's business and the stages of opening the "umbrella" in the Russian market have been formed, taking into account the transition from basic products to expanding the line towards a taxi aggregator, navigation, music services and much more. This trend is superimposed on financial market information on the value of the company's shares in free-float and cash flow dynamics, as the most indicative indicator of the success of opening the "umbrella". As confirmation, the authors identified a long-term trend in the development of the company, aimed at maintaining its position in the market as a public company; medium-term trend - as the focus of umbrella branding and "probing" the market; and short-term trend - as a direct response to the pressure of external and internal factors. Unconditional pressure factors include the coronovirus pandemic and related restrictions on the operation of the “physical” components of the brand, as well as the general loss of stability in the economy.