To improve attraction, brands are turning to individualized branding tactics. Brands are putting more power in the hands of consumers than ever before, trusting them to create meaningful experiences by allowing customers to modify flavor, food shape, and even the actual packaging design of products. It serves as a tool for marketers to personalize products and services for specific customers. This is when a provider develops a new product or service for a particular customer that did not previously exist. This can happen in both the personal service and business-to-business markets. Companies with high-priced or one-of-a-kind products are more likely to use customized branding.