Family vs Individual Branding
1. Individual branding – keeping each brand separate. Ie: Sara Lee makes multiple brands like Hanes Underwear, L’eggs pantyhose, Ball Park franks, and Jimmy Dean sausage
2. Family Branding- Putting all brands under the same umbrella – ie: Kellogg’s Corn Flakes, Rice Krispies, Special K, etc.
3. Family-Endorsed Branding- Individual brands that have the strong and visible endorsement of their “parent” company. Ie: Kellogg’s Pop-Tarts, Eggo, & Cheez-Its are individual brands with “Kellogg’s” on the package.