Advantages: Seeking different market positioning for each product will help increase sales and compete with competitors. It can also prevent the entire reputation of the company from being affected by the reputation of one of its products, which can easily It makes up for the shortcomings of the unified brand well.

Disadvantages: Brand communication using individual brand strategies or multi-brand strategies is very expensive.

Expansion: individual brand strategy

Individual brand strategy refers to the company using different brands for different products and varieties. For example: Shanghai Toothpaste Factory has brands such as Maxam, Zhonghua, and Baiyu. By adopting this strategy, different products and varieties can be strictly distinguished, and quality levels can be distinguished. If there is a problem with the quality of one product, it will not have a negative impact on the overall image of the company. However, companies have to advertise separately for each brand, which causes high marketing costs and makes it difficult to establish the company's market image.

Individual brands refer to different brands used by different products of an enterprise. This multi-brand strategy is mainly used in the following two situations: first, when a company operates high, medium and low-end products at the same time, this strategy is adopted to avoid the poor reputation of a certain product of the company from affecting the reputation of the entire company; second, It is the company's original products that have a negative impact on society. In order to avoid consumers' resentment, the company deliberately adopts multi-brand naming when developing new products, instead of using the original successful brand, and deliberately does not let consumers in the company's Associations are created between traditional brands and new brands, and the name of the company is even hidden to prevent the traditional brand and company name from having a negative impact on the sales of new products.

Companies use different brands for various products. For example, General Motors uses different trademarks for different types of products: Chevrolet, Cadillac, etc. This strategy can meet the different needs of different products, different grades, and different countries and regions, and can design different brand images for different consumers. This is conducive to strictly distinguishing different grades of products and showing the strong strength of the company, especially for companies that produce or sell many different types of products. If they all use the same brand name, these different types of products will be easily confused with each other. . By adopting individual brand strategies, the entire reputation of a company will not be affected by the reputation of one of its products.

Individual brand strategies can enhance the competitiveness of enterprises and increase market share; at the same time, they can enhance the ability to resist risks. When a certain brand is not favored by consumers, there are still other brands to support it. If a company that produces high-end products launches low-end products, and if the low-end products have their own brands, the company will not affect the reputation of the high-end product brand due to the launch of low-end products. On the contrary, it may suffer heavy losses. For example, when Parker Pen launched its low-end pens, it still used the "Parker" brand. As a result, the image of "Parker" was damaged, which affected the sales of high-end Parker pens. If something goes wrong with a certain product, that brand can be pulled immediately, while other brands can remain unaffected. Individual brand strategies require enterprises to spend higher advertising and promotion expenses, which will increase advertising expenses and make it difficult to concentrate corporate resources, thus requiring higher brand operating expenses. Moreover, it is difficult to establish a unified corporate image for multiple brands.