This articleneeds additional citations forverification. Relevant discussion may be found on thetalk page. Please helpimprove this article byadding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "Individual branding" – news ·newspapers ·books ·scholar ·JSTOR(November 2017) (Learn how and when to remove this message)

Individual branding, also calledindividual product branding,flanker brands ormultibranding, 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."^[1] Eachbrand, even within a same company, has a unique name, identity and image, allowing the company to target differentmarket segments, tailor pricing and marketing strategies, and separate the image and reputation of different products.

Individual branding contrasts withumbrella branding andcorporate branding, in which the firm markets all of its product together, using the same brand name and identity.^[2]

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 tomanage risks to existing brands if the new product should fail.^[3] However, the expected revenue from a new brand must justify the higher costs of marketing and advertising.

• Reduced corporate identity attached to a product allows brands to be positioned differently, so that product brand isn't connected with the company brand;
• Each brand can use different marketing strategies;
• 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;^{[citation needed]}
• 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';^[4]
• The company's global reputation is not tied to products: the failure of one product will not affect the company's global reputation.^[5]

• Instability within a company can occur because of competition between its brands;
• Multiple brands may divide the market and split efforts within one company;^[6]
• Risk of undesiredmarket cannibalism;
• Brand creation incurs a high cost in marketing, advertising and sales promotion;^[7]
• Launching new products as their own brand is higher risk: new brands lack acknowledgement and customer loyalty and need to find recognition.^[8]

The American-basedProcter & Gamble is the world's second largestFMCG company (2019).^[9] They have a portfolio of 65 brand overall, mostly in the domain of personal and household care.^[10] Examples of their brands include:

The company has the portfolio of the following categories:

• Beauty & grooming:Always,Gilette,Head & Shoulders,Herbal Essences, Lacoste fragrances,Max Factor,Old Spice,Oral-B,Pantene,Tampax
• Household care:Ace,Ambi Pur,Ariel,Lenor,Fairy Liquid,Pampers

In 2014, 21 brands had annual sales of $1 billion to about $10 billion, and 11 with sales of $500 million to $1 billion.^{[citation needed]} The global annual sales of the company was $83 billion in 2014.^{[citation needed]}

The British-Dutch consumer goods companyUnilever operates in 190 countries worldwide. The company has a portfolio that includes the following categories and brands:

• Food and drink: Flora, Algida, Hellmann's, Knorr,Lipton, Magnum, Ben&Jerry's, Carte D'or, Cornetto, Cremissimo,I Can't Believe It's Not Butter, Rama, Bertolli
• Home care:Domestos, Surf, Cajoline, Cif, Persil, Comfort
• Personal care:Axe,Dove, Lux,Rexona, Signal,
• Water purifier: Pureit

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.^[11][12]

• Branding strategies
  • Corporate branding
  • Umbrella brand
• Brand architecture
• Brand management
• Marketing

• Brands
• Types of branding
• Brand management
• Branding terminology
• Product management

• CS1 errors: missing periodical
• Articles needing additional references from November 2017
• All articles needing additional references
• All articles with unsourced statements
• Articles with unsourced statements from August 2023
• Articles with unsourced statements from November 2017