Editing Individual branding (section)

== Applicability ==

Individual branding is the most effective when a company offers numerous unconnected commodities, which vary in quality and price and target different market segments. It is also useful when introducing a new, high-risk product to the market, in order to [[risk management|manage risks]] to existing brands if the new product should fail.<ref>{{Cite journal |last=Zarkada |first=Anna |date=2012-01-28 |title=Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach |url=https://papers.ssrn.com/abstract=1994522 |language=en |location=Rochester, NY |doi=10.2139/ssrn.1994522|hdl=20.500.14279/23580 |hdl-access=free }}</ref> However, the expected revenue from a new brand must justify the higher costs of marketing and advertising.