"[1] Each brand, even within a same company, has a unique name, identity and image, allowing the company to target different market segments, tailor pricing and marketing strategies, and separate the image and reputation of different products.
[2] Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments.
[3] However, the expected revenue from a new brand must justify the higher costs of marketing and advertising.
The American-based Procter & Gamble is the world's second largest FMCG company (2019).
[citation needed] The British-Dutch consumer goods company Unilever operates in 190 countries worldwide.