Individual branding
Encyclopedia
Individual branding, also called individual product branding or multibranding, is the marketing strategy of giving each product
in a portfolio its own unique brand name. This contrasts with family branding
, corporate branding
, and umbrella brand
ing in which the products in a product line are given a single overarching brand name. The advantage of individual branding is that each product has an image and identity that is unique. This facilitates the positioning
of each product, by allowing a firm to position its brands differently.
Examples of individual product branding include Procter & Gamble
, which markets multiple brands such as Pampers
, and Unilever
, which markets individual brands such as Dove
.
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
in a portfolio its own unique brand name. This contrasts with family branding
Family branding
Family branding is a marketing strategy that involves selling several related products under one brand name. Family branding is also known as umbrella branding...
, corporate branding
Corporate branding
Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its...
, and umbrella brand
Umbrella brand
An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity....
ing in which the products in a product line are given a single overarching brand name. The advantage of individual branding is that each product has an image and identity that is unique. This facilitates the positioning
Positioning (marketing)
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization....
of each product, by allowing a firm to position its brands differently.
Examples of individual product branding include Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
, which markets multiple brands such as Pampers
Pampers
Pampers is a brand of baby products marketed by Procter & Gamble. Pampers was at one time only used as a name for a disposable diaper.-Products:...
, and Unilever
Unilever
Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....
, which markets individual brands such as Dove
Dove (brand)
Dove is a personal care brand owned by Unilever.Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men.. The Dove...
.
See also
- Umbrella brandUmbrella brandAn umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity....
- Family brandingFamily brandingFamily branding is a marketing strategy that involves selling several related products under one brand name. Family branding is also known as umbrella branding...
- Corporate brandingCorporate brandingCorporate branding is the practice of using a company's name as a product brand name. It is an attempt to use corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its...
- Brand architectureBrand architectureBrand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another...
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- BrandBrandThe American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
- Brand managementBrand managementBrand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...