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Individual branding, also called individual product branding, flanker brands or multibranding, is the marketing strategy of giving each product in a portfolio its own unique brand name. This contrasts with family branding, corporate branding, and umbrella branding in which the products in a product line are given a single overarching brand name. The advantage of individual branding is that each product has an image and identity that is unique. This facilitates the positioning of each product, by allowing a firm to position its brands differently.
Examples of individual product branding include Procter & Gamble, which markets multiple brands such as Pampers, and Unilever, which markets individual brands such as Dove. Mobile phone companies often use flanker brands to offer the same service plans to different markets. For example, Bell Mobility uses the Virgin Mobile brand as a flanker to market to young urbanites.
- Umbrella brand
- Family branding
- Corporate branding
- Brand architecture
- Brand management
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