Family branding

Family branding

Family branding is a marketing strategy that involves selling several related products under one brand name. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name.

There are often economies of scope associated with family branding since several products can efficiently be promoted with a single advertisement or campaign. Family branding facilitates new product introductions by providing a 'foot-in-the-door' in potential customers' evoked set. When considering purchasing a new type of product, potential customers tend to evoke in their minds a product with a familiar brand name. Being a part of this evoked set can lead to trial purchase, product acceptance, or other advantages.

Family branding imposes on the brand owner a greater burden to maintain consistent quality and brand equity. If the quality of one product in the brand family is compromised, it could reduce sales of all the others. For this reason family branding is generally limited to product lines that consist of products of similar quality.

See also

product management

brand management

advertising

brand

marketing

umbrella brand

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