Risk measure according to the 7 plagues of the Umbrella brand name strategy.  


Plague n° 1
Standardisation and dilution risk of the brand identity

" Jack of all trade, master of none "
  Plague n° 2
Maximal risk of exposure

" Never put all eggs in one basket "


Plague n° 3
Disappointment risk concerning civic expectations

" Noblesse oblige " was the rule years ago
"Civic company " is the rule today
  Plague n° 4
Adaptation difficulties risk for a worldwide strategy

"What is true in a country can be false in an other"


Plague n° 5
Increased risk of blackmail

  Plague n° 6
Imperialism tendency may become difficult to bare


Plague n° 7
The stock exchange risk

" Butterfly effect "