52-522: Metlink was the marketing body and umbrella brand for public train, tram and bus transport operators in Melbourne , Australia. On 2 April 2012, the operations of Metlink were transferred to the newly created public transport planning and management authority, Public Transport Victoria . In 1999, the public transport system in Melbourne was disaggregated and privatised. Immediately after privatisation, there
104-740: A safety management system to guide their operations. Sanctions applying to the safety scheme established under the Rail Safety Act are contained in the Transport (Compliance and Miscellaneous) Act 1983 . The safety regulator for the rail system in Melbourne including trams is the Director, Transport Safety (trading as Transport Safety Victoria) whose office is established under the Transport Integration Act 2010 . Ticketing requirements for trains, trams and buses in Melbourne are mainly contained in
156-808: A "goofy innocent" who is frequently bullied by Lane's pompous, controlling character. Their first show as a comedy duo, Fence , debuted in 1993. It toured throughout Australia, winning the Moosehead Award at the Melbourne International Comedy Festival for best act and was eventually taken to the Edinburgh Festival Fringe in 1994 where it won the Perrier Comedy Award . Subsequent live productions have included Curtains , Glitzy , Slick , Bruiser , The Island and their 2006 farewell show, Goodbye . In 2000, they co-hosted
208-410: A company benefits from advertising efficiencies since umbrella branding focuses on the promotion of a single brand rather, than multiple ones. For instance, Apple Inc. adds new products (e.g. Macbook Pro , Apple Watch ) to their line and benefits from past marketing since consumers use previous information to make an inference about a product with the same brand name, allowing Apple to focus on promoting
260-541: A consumer creates a preference of one brand over others, any additional feature that may be common between various brands will most likely only strengthen the consumer's pre-existing preference, causing them to disregard other brands. Hence, a positive brand equity may not be as influential if a consumer already has a pre-existing brand preference. Umbrella branding has become a popular marketing practice utilized by companies due to its various potential benefits. Such marketing practice may create advertising efficiencies through
312-683: A ghost possess me and then I fall in love with the ghost. I have to help free her from the curse she's under." The show has toured both nationally and internationally, and draws inspiration from Buster Keaton , Charlie Chaplin , Don Adams , Peter Sellers , Jerry Lewis and Laurel and Hardy . Woodley played a television vet named "Frank Woodley" in the twelfth episode of the 1998 Australia television series The Games . Woodley has made regular guest appearances on Australian television, including Spicks and Specks , Good News Week , Thank God You're Here , The Sideshow , Big Question , Rove Live , Australia's Brainiest Comedian and Show Me
364-488: A human's personal cognitive representations of the environment that guide their perceptions, thoughts and actions. Schemas go through constant change as a human experiences and learns new information. Nonetheless, the new information is firstly evaluated on the basis of existing schemas. Relating the theory to consumer evaluation of products, a consumer already possesses pre-existing schemas from past experiences with certain brands and therefore new products are evaluated based on
416-642: A range of consumer electronic goods and services. Apple Inc. market all their products under their corporate brand name including: The Coca-Cola Company is a multinational corporation manufacturing various beverages. The corporation also implements umbrella branding within the individual brands for various flavored beverages including: Other companies that have implemented umbrella branding in their marketing strategy include: Nivea (German personal-care brand), Marriott (hospitality company) and FedEx (global courier delivery corporation). Frank Woodley Frank Woodley ( né Wood ; born 29 February 1968 )
468-424: A show known for boosting the careers of new comedy acts. They also had their own commercial radio show for six months and were part of the short-lived Seven Network sketch show The Comedy Sale . In 1992, when Casley moved to Alice Springs , Woodley and Lane decided to continue as a duo, drawing their name from childhood nicknames. As Lano and Woodley, the two adopt humorous onstage personas, with Woodley playing
520-566: A small role in the Australian comedy film Kath & Kimderella . In 2015, he co-starred as the dogcatcher in Oddball . Aside from being a comedian, Woodley is also a children's author and has written a series of children's books called Kizmet . In 2020, Woodley participated in the first Australian season of the Amazon Prime comedy competition series LOL: Last One Laughing , going on to win
572-474: A trainload of passengers singing her 1980 hit Morning Train (9 to 5) ) during April and May 2004. In mid-2005 Connex launched another independent print and television advertising campaign, this time focusing on its safety initiatives, and featuring Humpty Dumpty . In 2006, Connex launched a TV campaign Don't Hold Others Back focusing on encouraging courtesy on the Melbourne Rail Network. Metlink
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#1732843937959624-541: A type of brand extension. The practice of umbrella branding does not disallow a firm to implement different branding approaches for different product lines (e.g. brand extension). Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously. In the article by Howard Pong Yuen LAM and other co-authors, they report the successful case of using two brand names—dual branding strategy—by practitioners in China for
676-749: Is a British multinational branded investment corporation. Virgin is one of the world's most recognized brands, which has used various types of brand extensions, including umbrella branding. Virgin has 33 branches that operate under the Virgin name; however, the practice of umbrella branding is observed in their industry-specific brands (e.g. Virgin Drinks , which was a subsidiary of Virgin Group that marketed Virgin Cola and Virgin Vodka ) including: Procter & Gamble (also known as P&G)
728-493: Is an American multinational corporation , providing a range of consumer products. Although P & G create individual product brands (e.g. Pampers or Pantene), umbrella branding is implemented within the individual brands. Some individual brands owned by P&G include: P&G create individual brands for different product lines and then implement umbrella branding within those brands in order to control profitable market sections. This strategy allows P&G to abstain from
780-506: Is an Australian comedian , author and musician who is best known for his work alongside Colin Lane as part of the comedic duo Lano and Woodley . The two first performed together for almost 20 years in live shows, a television series and an album of comedic songs, before deciding to pursue individual careers in 2006. They announced their reformation in November 2017. Woodley was born Frank Wood,
832-482: Is based upon the notion that consumers tend to categorize products by associating them to brands and their past experiences with those particular brands (stored in their category memory) in order to evade the initial confusion caused by the extensive choice of products they are presented with. New information on certain products are categorized into various sections such as product class (e.g. beverage) and brand (e.g. Coca-Cola) and then stored. Afterwards, consumers evaluate
884-406: Is that it may result unsuccessful in promoting new products if the company does not have a strong brand equity. Secondly, the consumer's experience with one umbrella branded product may affect their perception of other products and services falling under the same corporate umbrella as well as the brand itself. Consequently, if one umbrella branded product does not satisfy the consumer's expectations,
936-540: Is the Transport Integration Act 2010 . The act established the Department of Transport as the integration agency for Victoria's transport system. The act also establishes and sets the charters of the State agencies charged with providing public transport rail services and managing network access for freight services, namely the former Director of Public Transport and V/Line . In addition, the act establishes VicTrack which owns
988-430: Is the story of Louie, a lonely recluse who falls in love with, and becomes possessed by, the ghost of a 19th-century shipwreck victim. Woodley says that the show came out of the desire to do a big solo show and his interest in doing a romantic comedy: "So I was thinking that maybe I could do a solo romantic comedy where I fell in love with myself. Although it was just a stupid joke initially, I started thinking about having
1040-573: The "Take it Easy, Take the bus" campaign. Victoria's regional bus and rail services were brought under an associated brand to Metlink called Viclink . Related signage upgrades at regional railway stations began in October 2006, and were also rolled out for major regional city bus networks. The Viclink brand was subsumed by the new public transport umbrella organisation, Public Transport Victoria , on 2 April 2012. The prime transport-related statute in Victoria
1092-550: The Minute Maid Orange Pulp juice drink launch: A suggestive sub-brand name helps consumers recall the key benefits and features of the new product. A suggestive parent brand name communicates the benefits of the product category. A dual branding strategy addresses the problem of using only one brand name for a new product launch. After the successful launch of the first new product by a parent brand, marketers are able to launch other new products under other sub-brand names in
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#17328439379591144-515: The Movie! . In 2008, he appeared in a series of television advertisements for Metlink promoting public transport in Melbourne, in particular buses . In 2007, Woodley performed in the stage show The Complete Works of William Shakespeare (Abridged) , a 97-minute production which encompasses 37 Shakespearian plays . From 2008 to 2009, Woodley co-hosted a show on The Comedy Channel called Aussie Gold every Saturday night. In 2012, Woodley had
1196-508: The Revenue Clearing House, the passenger information website (formerly Victrip), the 131 638 (131 MET) telephone information service, and the public transport information centre Met Shop on Swanston Street . Metlink developed a master style guide for timetables, maps and other customer information, to complement the graphic design style of signage. The Metlink brand signage was implemented in 2003, with progressive replacement of
1248-550: The State Government and the franchise operators. Metlink's ownership was then handed over to the two remaining major metropolitan operators - Yarra Trams and Connex Melbourne - the latter replaced by new train franchisee Metro Trains Melbourne in 2009. Representatives of the Bus Association of Victoria and V/Line had input into Metlink, but they did not have a controlling interest. Metlink also had responsibility for
1300-519: The Transport (Ticketing) Regulations 2006 and the Victorian Fares and Ticketing Manual. Rules about safe and fair conduct on trains, trams and buses in Melbourne are generally contained in the Transport (Compliance and Miscellaneous) Act 1983 and the Transport (Conduct) Regulations 2005. Umbrella brand Umbrella branding (also known as family branding ) is a marketing practice involving
1352-401: The brand on products related to the specific market. Lastly, cannibalization (reduction in sales volume due to the introduction of a new product by the same company) may result when related products are introduced under the same corporate brand as internal product competition will lead to consumers choosing between products from the same brand, stunting future investment into product creation of
1404-408: The business scope of the parent brand broadly enough and with a suggestive parent brand name. Umbrella branding is used to provide uniformity to certain product lines by grouping them under a single brand name, making them more easily identifiable and hence enhancing their marketability. All products under the same corporate umbrella (masterbrand providing structure and credibility to other products of
1456-408: The company's products, if Apple Inc. would develop and sell a new version of a Macbook , consumers would deem it more reliable and potentially of superior quality rather than if Apple would produce a new beverage due to Apple's past product line. The schema congruity theory suggests that the storage of new information and retrieval of memory is majorly influenced by past expectations. Schemas are
1508-443: The corporate brand, rather than multiple individual brands. Additionally, the use of umbrella branding does not prevent companies from implementing other methods of brand extension, enabling them to remain flexible with marketing strategies. Finally, the success of one umbrella branded product may translate to other products under the same corporate umbrella due to the positive brand equity. A major risk of utilizing umbrella branding
1560-432: The corporation) are expected to have uniform quality and user experience (e.g. All products carrying the parent brand must be of the same high quality standards). Factors that may determine the impact of umbrella branding include: Various theories attempt to explain a consumer's decisions and judgements during product purchasing that cause umbrella branding to be a successful marketing strategy. The categorization theory
1612-715: The duo Lano and Woodley for a period of almost 20 years. The two met through theatresports in the mid-1980s and first performed together at an open mike night at the Prince Patrick Hotel in Collingwood , Victoria, in 1987 along with their friend Scott Casley, calling themselves the Found Objects. Over the next six years, the trio performed in venues throughout Australia and at the Edinburgh Festival Fringe . They became semi-regulars on ABC TV 's The Big Gig ,
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1664-498: The duo reprised their roles as Lano and Woodley for a show titled Fly which won the 2018 Melbourne Comedy Festival People’s Choice Award. Woodley made his solo debut in 2003 at the Melbourne International Comedy Festival with The Happy Dickwi , a show about "a whole lot of unrelated ideas". He has since performed a number of solo stand-up shows, and in 2008 debuted a one-man play entitled Possessed . Directed by Kate Denborough and featuring music from Paul Mac , Possessed
1716-435: The existing schema the consumer has with the certain brand. This theory is quite similar to the categorization theory; however, the schema congruity theory places emphasis on the consumer's past experiences with the brand which is influenced by the surrounding environment. Confirmation bias is a form of statistical bias, describing the tendency to seek for or interpret evidence in ways that support one's existing beliefs. After
1768-410: The future to meet different consumer needs. Marketers may use the same parent brand to introduce different products to build scale for the brand, and are able to clearly differentiate the different product offerings under different sub-brand names. If a company acquires a brand from another company, a marketer may position the acquired brand as a sub-brand under the parent brand if the marketer has defined
1820-594: The grand prize. In 2022, Woodley was appointed as one of the team captains in Would I Lie to You? Australia alongside Chris Taylor . In 2023, Woodley had a small role as a fertility specialist in the Australian drama comedy Love Me. A television project entitled Woodley screened in 2012. It is a half-hour visual comedy about a largely innocent-seeming man who is caught up in real-world problems. The series follows his attempts to bond with his daughter and his estranged wife ( Justine Clarke ), though this proves difficult for
1872-474: The heterogeneous signage previously used by the various (some defunct) public transport operators at railway stations, tram and bus stops throughout Melbourne. Under the Metlink branding system, railway station signage and timetables were colour-coded Blue , tram stop signs and timetables were colour-coded Green , and the bus network was colour-coded Orange . Additionally, the regional train and coach network
1924-598: The opportunity to make the series in England, the pair decided to remain in Australia because they did not want to live in London. In 2004 a live show, The Island , was filmed as a TV special and aired on The Comedy Channel . The duo have also released an album, Lano & Woodley Sing Songs , and a novel, Housemeeting . In 2006, after close to 20 years of working together, Woodley and Lane decided to part ways. Woodley stated that
1976-476: The other products sold under the same brand are also likely to suffer. Thus, the company might result in a negative brand equity (also known as brand equity dilution). Thirdly, umbrella branding is only beneficial when promoting relatable products through which consumers could recognize the brand. For instance, the Starbucks brand is associated to coffee-related products and therefore consumers would mainly recognize
2028-400: The product quality through past experiences with the brand's products as well as the brand equity. This theory also explains for the popularity of umbrella branding. Consumers tend to evaluate new products not only by positive brand equity but also if the brand's concept is consistent with their extended products. For instance, assuming that the consumer had satisfactory past experiences with
2080-748: The public rail network and associated infrastructure. Another important statute is the Rail Management Act 1996 which confers powers on rail operators and provides for an access scheme for the state's rail network. The safety of rail transport operations in Melbourne is regulated by the Rail Safety Act 2006 which applies to all commercial passenger operations. The Act establishes a framework containing safety duties for all rail industry participants and requires operators who manage infrastructure and rolling stock to obtain accreditation prior to commencing operations. Accredited operators are also required to have
2132-401: The reduced costs of brand development . This strategy reduces a firm's marketing costs due to the consumer-brand association through which consumers already recognize certain brands, making new products more easily identifiable. Consequently, the market entry for umbrella branded products is relatively inexpensive since reputable brands can take advantage of past marketing efforts. Furthermore,
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2184-429: The risk of damaging the corporate brand's image from the release of an unsuccessful product, as the brands are not interconnected. Unilever is a British-Dutch multinational company providing various consumer goods. Similar to Procter & Gamble, Unilever implements umbrella branding within the individual brands it creates including: Apple Inc. is an American multinational technology corporation that develops and sells
2236-555: The same product line under the corporate umbrella. Starbucks Corporation, Virgin Group , Procter & Gamble , Unilever , Apple Inc. and The Coca-Cola Company are examples of multinational companies that use umbrella branding in some of their product lines. Starbucks Corporation (operating as Starbucks coffee) is an American multinational coffee company, which markets all of their products under their corporate brand name. Some products produced by Starbucks include: Virgin Group Ltd.
2288-459: The split was due to a desire to pursue new challenges. "We just got to the stage where we felt we had to make a decision", he said. "Either we were going to spend the next 20 years doing this, this'd be our career, our lives forever. And that wouldn't have been a terrible thing. Or we could go, 'Let's have a bit more variety in our lives'." In one final tour, the duo travelled through 37 Australian cities with their farewell show, Goodbye . In 2018,
2340-548: The televised Melbourne Comedy Gala. Woodley and Lane have created two television shows together. The Adventures of Lano and Woodley , which premiered on the ABC in 1997, was a comedy series which featured the duo living together in a fictional suburban Melbourne flat and frequently getting into trouble. It aired for two seasons, becoming the first Australian show to be sold to the BBC and airing in 38 other countries. Although they were offered
2392-532: The use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace). All products use the same means of identification and lack additional brand names or symbols etc. This marketing practice differs from brand extension in that umbrella branding involves the marketing of similar products, rather than differentiated products, under one brand name. Hence, umbrella branding may be considered as
2444-548: The youngest of seven children. He grew up in suburban Melbourne , where his family ran a milk bar in Glen Waverley . He adopted the stage name "Frank Woodley"—drawn from a childhood nickname—when he began performing as part of the comedy duo Lano and Woodley in 1993. In 2000 he changed his name by deed poll to avoid confusion. Woodley is married with a son and daughter and lives in Melbourne's inner north. Woodley first performed with fellow comedian Colin Lane as part of
2496-471: Was also active in encouraging use of "value Metcards" (pre-purchased multi-trip and periodical tickets) and ran a humorous campaign promoting this called BATBYGOBSTOPL (Buying A Ticket Before You Get On Board Saves Time Or Problems Later). In July 2007, Metlink launched a new campaign, "I Highly Recommend You Get on the Bus", featuring comedian Frank Woodley , to promote improvements in bus services and, following that,
2548-421: Was colour-coded Purple . This colour scheme has also been adopted by the successor public transport operator, Public Transport Victoria . Metlink also acted as a marketing entity for public transport, and released several television advertisements. However, this was not an exclusive arrangement, as a separate set of TV advertisements was produced by former train operator Connex (featuring Sheena Easton and
2600-487: Was intended to better integrate information about train, tram and bus transport in Melbourne, and therefore provide passengers with better information about connecting services. Following changes to the privatisation of Melbourne's public transport system in April 2004, the Metlink brand was transferred to a new company, Metlink Victoria Pty Ltd, the role of which was also to perform several minor functions previously performed by
2652-480: Was no active system-wide branding or marketing. As a result, branding, marketing and the provision of customer information became fragmented and disjointed. In 2003, the Victorian Government and operators joined forces to create ‘Metlink’ which provided a single identity for Melbourne's public transport system. Metlink involved the provision of integrated signage, consumer information and advertising. Metlink
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#17328439379592704-406: Was responsible for the promotion of travel by public transport. It published timetables, maps and guides, operated a multi-modal website, provided a journey planner , call centre, market research and data collection. Metlink also accepted and processed customer feedback, and tracked lost property. As well as establishing a common brand for Melbourne's public transport network, the Metlink initiative
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