Definition

Kotler defines branding strategy as “the design and execution of brand architecture that determines how brands within a company relate to and support one another.”

Introduction

A company can market products under one master name (Umbrella Brand), separate names (Individual Brands), or under a retailer’s name (Private Label). The right strategy balances recognition with flexibility.

Explanation

1️⃣ Umbrella Branding (Family Branding) – one brand name for all products (e.g., Virgin Group).
2️⃣ Individual Branding – each product has its own identity (e.g., P&G’s Tide, Gillette, Pampers).
3️⃣ Private Label Branding – retailer brands like Amazon Basics or Walmart’s Great Value.

Key Takeaways

Umbrella branding saves marketing costs and builds synergy.

Individual brands reduce risk from failure of one product.

Private labels grow retailer control and loyalty.

Real-World Case

Unilever manages both umbrella (Dove) and individual brands (AXE, Surf Excel) to cater to different segments effectively.
Reference: https://www.unilever.com