Identity Branding refers to a company applying its name to a product. The product and the company name become the brand name. The company can advertise several of its products under a single brand name in a practice referred to as family branding or umbrella branding.
By using identity branding with a successfully marketed product, a company can familiarize consumers with its products and may create brand loyalty. If the public likes one product from this company, then they may seek out the brand name when buying other products. Identity branding is usually only successful if the company is well known and sells reputable products with a positive image. One of the disadvantages of identity branding is that the company can become identified with only one type of product.
To consumers, identity branding represents a level of quality that they have come to expect from the company. They will expect every product with the same brand name to have the same level of quality that they are familiar with. The company can increase sales by comparing one of their more popular products with a similar product by another company, showing sales figures to back up their promise. The value of the brand is determined by the profits the products have made. If profits are high, then the manufacturer is able to charge more for their product.