Individual branding works best when your company has several unrelated products they want to promote. If you are selling shirts, beer, and magazines, you will probably want each product to have its own unique image, as these items have very little to do with one another. In individual branding, each product has its own unique position, and in marketing is allowed to go off in whatever direction it chooses. Drawbacks to individual branding include: split markets, split efforts, and the possibility of imbalance within your company.