family brands - an umbrella brand is where a group of products possesses the same brand name. different products having different brand and are marketed by the firm.
individual brands - the same product family puts out products under different brand names. this is also called flanker brands or multi branding. advantage is each product has a unique identity and image.
own brands - these products use the company name and logo. "an item packaged and marketed under the brand name of a particular retailer