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 concidering purchasing a new type of product, potential customers will evoke in their minds a product with a familiar brand name and this could lead to trial purchase.

Family branding imposes on the brand owner a greater burdon 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. Family branding should only be done wnen a product line consists of products of similar quality.

see also: product management, brand management, advertising, brand, marketing

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