Posted in Marketing and Strategy Terms, Total Reads: 1086
Definition: Individual Branding
It is a marketing strategy of branding different products by different names. Such a branding strategy helps establish a unique brand identity, image and positioning. Also, if one brand fails in the market or is perceived to be of low quality, it does not have a ripple effect on the other product categories.
A company may also have different brand names under the same category to differentiate on perceived quality of the product.
Consumer product companies follow individual branding to a great extent.
For e.g. Procter & Gamble (P&G) have a host of brand names for products in different categories like Vicks(healthcare), Whisper(sanitary napkins), Ariel and Tide (detergents), Pantene, Head and Shoulders(shampoo), Pampers(diapers).