CORPORAT

E VS.

INDIV

IDUAL B

RANDING

Umbrella

brands

Ben and Jerry‘s (pre 2000)

Nike

Google

Adobe

IKEA

Roche

Corpor

ate

(Um

brella

) Bra

nding is

gre

at w

hen y

ou h

ave

a st

rong c

orpor

ate

brand

Indiv

idual

Bra

nding h

elps

when

you

hav

e m

any

differ

ent t

ypes

of p

roduct

s in

your p

ortfol

io

Individual

brands

Hollister

Cheerio’s

Tommy Hilfiger

Trader Joe‘s

Dolce & Gabbana

Creating a brand identity that forms an association with firm and therefore strengthens the brand identity

Can you name some of these types of brands and the advantages?

WHAT IS UMBRELLA BRAND EQUITY?

WHAT

IS IN

DIVID

UAL

BRAND EQUIT

Y? Creating an individual

identity for each product in a firm’s portfolio

Advantages: Each product has it's

own unique identity Safety for the firm Freedom of less

corporate identity

W

hat ty

pes o

f firm

s in

corp

orat

e

this

type

of M

arke

ting s

trat

egy?

GLOBAL ORGANISATIONS AREN'T THE ONLY ONES WHO USE INDIVIDUAL BRANDING!

MAYBE THESE ARE MORE RECOGNISABLE FOR YOU!