Comparison between individual and corporate branding
INDIVIDUAL BRANDING
It is a marketing strategy of branding different products by
different brand names (with minimum/no usage of parent
brand name), which helps establish a unique brand identity
and image.
Each brand can be positioned differently in target groups.
Allows wide variety of products to be offered without
affecting brand image.
The failure of one product will not affect the company’s global
reputation.
Each brand can serve its consumers in a different way.
CORPORATE BRANDING
It is the act of using the brand name of the parent company in
the overall advertising efforts and also for the communication
to the stakeholders.
The company sells its products and services in a standardized
fashion.
It facilitates new product launches as existing brand name can
be leveraged. Increase in cross-selling rate.
There is an emotional connection that people feel with the
brand which translates into brand loyalty, hence, failure of
one product can impact the sales of other products as well.
Consumers may be well aware of the company due to its
strong corporate identity and brand name, driving revenue.