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Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments. It is also useful when introducing a new, high-risk product to the market, in order to
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In 2014, 21 brands had annual sales of $ 1 billion to about $ 10 billion, and 11 with sales of $ 500 million to $ 1 billion. The global annual sales of the company was $ 83 billion in 2014.
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Brand separation allows a wider variety of products of different quality to be offered: lower-quality products under their own brand will not weaken the image of higher-quality products;
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is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company." Each
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Each brand can serve consumers in a different way, i.e. brands can work on different markets or appeal to different consumers aims, wishes and so-called 'pains';
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to existing brands if the new product should fail. However, the expected revenue from a new brand must justify the higher costs of marketing and advertising.
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Reduced corporate identity attached to a product allows brands to be positioned differently, so that product brand isn't connected with the company brand;
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Of the company's 400 brands, 14 have a yearly profit of over €1 billion, while the global yearly turnover of the company was €48.4 billion in 2014.
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company (2019). They have a portfolio of 65 brand overall, mostly in the domain of personal and household care. Examples of their brands include:
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Launching new products as their own brand is higher risk: new brands lack acknowledgement and customer loyalty and need to find recognition.
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The company's global reputation is not tied to products: the failure of one product will not affect the company's global reputation.
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operates in 190 countries worldwide. The company has a portfolio that includes the following categories and brands:
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141:, even within a same company, has a unique name, identity and image, allowing the company to target different
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572:"What is Strategic Business Unit? Definition of Strategic Business Unit, Strategic Business Unit Meaning"
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469:"Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach"
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Instability within a company can occur because of competition between its brands;
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Brand creation incurs a high cost in marketing, advertising and sales promotion;
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420:"Individual Product Branding - Marketing Terms and Definitions - KnowThis.com"
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Multiple brands may divide the market and split efforts within one company;
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The company has the portfolio of the following categories:
444:"Company Brand vs. Individual Brand: Which Way to Go?"
326:Food and drink: Flora, Algida, Hellmann's, Knorr,
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181:Each brand can use different marketing strategies;
525:. Massachusetts: Blackwell Business. p. 158.
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597:Marketing: An introductory text, 6th edition
599:. London: Macmillan Business. p. 99.
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318:The British-Dutch consumer goods company
110:Learn how and when to remove this message
38:Relevant discussion may be found on the
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48:adding citations to reliable sources
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148:Individual branding contrasts with
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467:Zarkada, Anna (2012-01-28).
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595:Baker, Michael J (1996).
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245:Beauty & grooming:
670:"Our Brands | P&G"
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521:Mercer, David (1996).
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359:Water purifier: Pureit
261:, Lacoste fragrances,
59:"Individual branding"
748:Branding terminology
477:10.2139/ssrn.1994522
255:Head & Shoulders
232:Procter & Gamble
226:Procter & Gamble
44:improve this article
611:"Umbrella Branding"
373:Branding strategies
230:The American-based
123:Individual branding
698:Marketing Magazine
576:The Economic Times
486:20.500.14279/23580
390:Brand architecture
378:Corporate branding
208:market cannibalism
206:Risk of undesired
154:corporate branding
758:Types of branding
471:. Rochester, NY.
150:umbrella branding
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33:verification
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703:2015-10-31
679:2015-10-31
655:2021-10-21
581:2022-12-03
453:2015-10-30
429:2015-10-29
406:References
263:Max Factor
173:Advantages
70:newspapers
674:us.pg.com
523:Marketing
400:Marketing
356:, Signal,
267:Old Spice
40:talk page
650:Statista
367:See also
339:Domestos
320:Unilever
314:Unilever
289:Ambi Pur
221:Examples
352:, Lux,
305:Pampers
275:Pantene
251:Gilette
84:scholar
354:Rexona
328:Lipton
279:Tampax
271:Oral-B
247:Always
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297:Lenor
293:Ariel
139:brand
91:JSTOR
77:books
632:help
558:help
508:help
350:Dove
236:FMCG
152:and
63:news
481:hdl
473:doi
346:Axe
285:Ace
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