Fundamentals of Business

Multibranding

Multibranding is the marketing strategy of giving each product in a product portfolio its own unique brand name. This is contrasted with family branding in which the products in a product line are given the same brand name. The advantage of individual branding is that each product has a self image and identity that's unique. This facilitates the positioning process.

That means that there are less Halo effects (transfer of goodwill or positive feelings about one characteristic) and one can position all products differently without making trade offs (exchange involving compromise). Companies such as Procter and Gamble, Unilever, Coca-Cola, have adopted this approach for instance

Additionally the term individual branding is used for keeping the brands of a company unchanged after a merger and acquisition.

6.6 An enterprise and general public

Individuals, households within an enterprises operating environment that are not customers that allow an enterprise to operate within their vicinity.

Extract from the Telegraph newspaper
'Government go go ahead for Heathrow expansion'
Heathrow is set to dramatically grow with a new runway and a sixth terminal, reports Ben Farmer. Heathrow airport is set to dramatically grow with a new runway and a sixth terminal under proposals released by the Government.

Transport Secretary Ruth Kelly appeared to pave the way for the controversial expansion of the UK's busiest airport as she said there was "a strong case for introducing further capacity".
However local authorities and residents around Britain's busiest airport reacted angrily and said they doubted her claims the huge expansion could be completed within noise and pollution targets.

Extract from bbc·co·uk
'I IKEA KEA targeting British expansion'
Swedish retailer Ikea is to expand significantly in the UK, opening a string of stores in city centres. Ikea is to spend £1bn (1.4bn euros) on 10 new stores as part of a revamped strategy, seeing it shift its focus away from new out-of-town sites.
The company claimed that planning restrictions had thwarted its efforts to build further out-of-town stores.

Probably one of the most important considerations depending on your enterprises activities. You should not overlook this as extracts above shows.