Individual branding

From Wikipedia, the free encyclopedia

This article does not cite any references or sources. (February 2008)
Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed.

Marketing
Key concepts
Product / Pricing / Promotion Distribution / Service / Retail Brand management Marketing effectiveness Market research Marketing strategy Marketing management Market dominance
Promotional content
Advertising / Branding Direct marketing / Personal Sales Product placement / Public relations Publicity / Sales promotion Underwriting
Promotional media
Printing / Publication / Broadcasting Out-of-home / Internet marketing Point of sale / Novelty items Digital marketing / In-game Word of mouth
This box: view • talk • edit

Individual branding, also called multibranding, is the marketing strategy of giving each product in a product portfolio its own unique brand name. This is contrasted with family branding in which the products in a product line are given the same brand name. The advantage of individual branding is that each product has a self image and identity that's unique. This facilitates the positioning process. That means that there are less Halo-effects and one can position all products differently without making trade-offs. Companies such as Coca-Cola Co. have adopted this approach for instance, Coca-Cola and Bacardi Mixers both which have their own unique brand name but are owned and marketed by Coca-Cola Co.

Additionally the term individual branding is used for keeping the brands of a company unchanged after a merger and acquisition.