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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.
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:
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:
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]
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