This kind of decision is a unified brand strategy, which means using one brand for all the company's products.

A unified individual brand is an individual brand strategy; an individual unified brand is an unified brand strategy. The difference between the two is as follows:

(1) Different meanings

Unified brand strategy refers to using one brand for all the company's products. For example, Japan's Toshiba Home Appliances Company uses "Toshiba" in all its products.

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.

(2) Different advantages

The advantage of adopting a unified brand strategy is that it can reduce the brand’s design and advertising costs, which is conducive to new products gaining a faster and more stable foothold in the market, and It can strengthen the corporate momentum and improve its visibility, which is conducive to the unified product image of the company, facilitates the public to recognize and remember the company, improves the company's visibility as soon as possible, and is conducive to new products entering the market. It can also save the cost of brand and trademark design and advertising promotion.

The advantages of the individual brand strategy are: it is easy to distinguish between high, medium and low-end products to adapt to the needs of different customers in the market; it connects the company's reputation with many product brands to improve the company's overall reputation A sense of security in market competition; adopting a brand for each product can stimulate competition among products within the company to create high-quality famous brands; it can expand the company's product lineup, thereby improving the company's reputation.

(3) Different impacts

When using the same brand strategy, if a product has a bad reputation, it will affect the image of the entire enterprise.

When using individual brand strategies, a product quality problem 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 promotion costs and makes it difficult to establish the company's market image.

Baidu Encyclopedia-Individual Brand Strategy

Baidu Encyclopedia-Unified Brand Strategy