What is individual brand name?

What is individual brand name?
An individual brand name does not identify a brand with a particular company.
For example, take the case of Heinz. Heinz is a leading global food manufacturer with a very strong family brand. However, it also operates many well-known individual brand names. Examples include Farleys (baby food), Linda MacCartney Foods (vegetarian meals) and Weight Watcher's Foods (diet/slimming meals and supplements).
Why does Heinz use individual brand names when it has such a strong family brand name? There are several reasons why a brand needs a separate identity - unrelated to the family brand name:
The product may be competing in a new market segment where failure could harm the main family brand name
The family brand name may be positioned inappropriately for the target market segment. For example the family brand name might be positioned as an upmarket brand for affluent consumers.
The brand may have been acquired; in other words it has already established itself as a leading brand in the market segment. The fact that it has been acquired by a company with a strong family brand name does not mean that the acquired brand has to be changed.