Single brand strategy

The single brand strategy is a marketing strategy according to which a separate brand is generated for each product , which only occupies one market segment . Each brand has its own “personality” and is the company's representative in the relevant market. The company name is in the background with this strategy (consumers usually do not recognize it).

Example: Products from Henkel :

• Detergent: Persil (heavy duty detergent), to date (curtain detergent)
• Cleaning agents: Der General (all-purpose cleaner), biff (bathroom cleaner)

advantages

• Each brand receives an unmistakable profile and image
• Best possible coordination between customer needs and product benefits
• little need for coordination
• no negative effects
• specific profiling and positioning

disadvantage

• During the entire life cycle, the product alone bears the marketing costs
• No support from neighboring brands
• high degree of coordination, as the product must be precisely positioned
• Amortization problem with short life cycles
• low flexibility with country-specific different product life cycles