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 a 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. 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.

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