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An individual brand name does not identify a brand with a particular company.
For example, take the case of Heinz. Heinz is a leading global food manufacturer with a very strong family brand. However, it also operates many well-known individual brand names. Examples include Farleys (baby food), Linda MacCartney Foods (vegetarian meals) and Weight Watcher's Foods (diet/slimming meals and supplements).
Why does Heinz use individual brand names when it has such a strong family brand name? There are several reasons why a brand needs a separate identity - unrelated to the family brand name:
• The product may be competing in a new market segment where failure could harm the main family brand name
• The family brand name may be positioned inappropriately for the target market segment. For example the family brand name might be positioned as an upmarket brand for affluent consumers.
• The brand may have been acquired; in other words it has already established itself as a leading brand in the market segment. The fact that it has been acquired by a company with a strong family brand name does not mean that the acquired brand has to be changed.
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