What is an individual product brand?

A brand architecture model based on differentiation: each sub-brand has an individual and clearly autonomous identity, such that its marketing does not involve explicitly stating its dependence on the parent brand.

It is a strategy used by some companies that run different business units, that are unable to benefit from the attributes of the other units, and any association with which would only generate confusion amongst consumers; an error known as underbranding.

Other denominations:
Individual product banding, multibranding

 
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