What Is a Brand Family?

Family brands, also known as group brands, are companies that decide that all their products use a single brand name to form a brand line.

Family brand

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Family brands, also known as group brands, are companies that decide that all their products use a single brand name to form a brand line.

Chinese name

Family brand

Foreign name

The family brand

Alias

Group brand

Meaning

Uniform use of a brand name

The characteristics of family brands are mostly extended from the production lines of individual brands. Even if a family brand is upgraded as a business unit, it must be viewed as a business brand. ^[1]

Case 1: ^[2]

For example, all GE products in the United States use the brand name "GE" uniformly. The benefits are: the cost of corporate promotion and introduction of new products is lower; using existing brand reputation, it is easy to launch other new products. Like "Kingfu Instant Noodles", "Kingfu Masters Mineral Water", "Kingfu Masters 3 + 2 Biscuits", "Kingfu Masters Lemon Tea", etc. However, if any one of the products has problems, it will affect the reputation of the group brand. Therefore, the products using the group brand must be maintained The same level of quality, while trying to avoid using it on its weak products.

Case 2: ^[3]

For example, Heinz uses names for ketchup, mustard, pickles, and many other foods. Similarly, Kellogg's is the family brand name for cereals. However, some of these family brands are considered personal brand names such as RiceKrispies and AppleJack. Brand extension refers to the practice of using existing brands to promote new products. The new product may be the same or different from the original brand. For example, Kellogg could introduce a new grain (such as a Korean rice porridge), or it could use Kellogg's name to promote a non-grain brand (such as introducing a Kellogg energy bar). Licensing means applying an established brand name to a new business opportunity. For example, Kellogg's could transfer its name to a toy maker, who could then use the small picture of Kellogg's cereals as part of a child's cooking toy. Similarly, the meaning of similar packaging is to apply existing packaging to packaging that looks very similar. I hope that consumers can infer that similar packaging brands have many of the characteristics of the original brand, but that the packaging is emulated. For all four of these strategic family brands, brand extensions, licenses, and similar packaging the process of stimulating the sense of generalization is key. All four strategies rely on new stimuli felt by consumers similar to existing stimuli that evoke a positive response. Because of this feeling, consumers will like new brands (new stimuli).