Individual branding

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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 an self image and identity that isn't 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.

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

see also marketing, brand, advertising, target market, brand management

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