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Question: Family branding vs. individual branding Family branding uses the same name to cover a group of products or product lines (for example, Nivea uses family branding).
1. Individual branding requires the company to provide each product or product line with a distinctive name (for example Procter and Gamble tends to do mostly Individual branding).
2. How should a company decide whether Individual or Family branding is best for a given product? What are some advantages/disadvantages of each type of branding strategy?
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