Glossary

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Single Brand Strategy

(also product brand strategy, mono-brand strategy)

This is a form of brand architecture where individual product performances are sold under their own brand. In this case, each individual brand is positioned independently.

The advantages are the possibility of a very specific positioning and the low coordination effort. Disadvantages are the lack of support from neighboring brands and the large effort required for brand building and marketing costs. Well-known examples: Nutella, Jägermeister, and Ariel.

The BrandTrust Brand Glossary

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