Casually found: Individual brand definition
|Individual brand definition||Brian balbirnie|
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Such a branding strategy helps establish a unique brand identity, image and positioning. As you can see in this image, both individual and umbrella branding exist in some famous multinationals.
Umbrella vs. Corporate branding includes using the same brand name and identity for its whole product range. Unilever, an Anglo-Dutch multinational, uses umbrella branding for some of its product ranges.
How to build a brand
The Virgin Group uses the same brand name for all its products and subsidiaries. Individual branding — tragedies With individual branding, scandal or tragedy that affects one product will not damage the others. The negative publicity was huge. It also lasted several months. Lawsuits appeared everywhere. If, however, the company had adopted an individual branding strategy, sales of its chocolate and toothpaste would individual brand definition remained strong. Companies that sell several unconnected commodities which vary in price and quality tend to go for individual branding. Especially if their products target different market segments.
Individual branding — pros and cons Like all business strategies, giving each product its own brand name and identity comes with advantages and disadvantages. Advantages Positioning is easier.
In other words, the company is better able to position each product differently. The marketing team can use a different marketing strategy for each product. Each individual brand can serve customers differently.
It allows the company to offer a wider range of products of different quality.]