Individual branding may occur in both large and small companies. A company may use a distinctive logo, name and marketing strategy for each product it sells. Individual branding allows separate and distinct categories of each product, which gives a company the opportunity to market its product to unique demographic groups and introduce products vastly different from one another. Family branding allows customers to develop familiarity with the name and logo of a product, which may make new product introduction easier because of name familiarity. Companies that use family branding must ensure highly consistent quality standards for each product, as one or two inferior products can damage the reputation of the family brand.