This question has been debated for years in corporate and product marketing circles. Should a product or business segment have its own unique and independent brand, or should it be a subset extension of the larger corporate or market segment brand? To veteran marketers the former is called the P&G model, referring to Proctor & Gamble’s long standing policy of uniquely individual product brands. The latter is demonstrated in many business models and often referred to as “integrated branding”. Both have their pros and cons, and for the individual developing their personal brand, both models should be considered.

The P&G model consists of a broad corporate theme, with independently driven brands under the parent company. In fact, their products are so diverse that the average consumer has no idea that they are owned by the parent company. Their products include...

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