What is a family brand?

Family Branding is a type of marketing tactics. It includes the use of one brand to the multi -product market. For example, the company can use one brand to the market soap, milk, hair shampoo and nail polish. This differs from the brand of individual products that include the provision of each product their own name and image. For example, the company can sell lipstick and nail polish, which gives each product line a separate marketing identity.

The idea of ​​a family brand is that the company can create a wide range of products, both desirable and profitable by providing all one recognizable name. After building this brand recognition, the company can also build loyalty to customers. If the company introduces new products or even makes changes to existing products, this may depend on customer loyalty to ensure that its market is to purchase a new or changed product. In addition, the family brand allows you to use an advertising campaign to successfully introduce the P -seriesRetrots are located one by one.

Food industry companies often use family brand techniques to sell their products. For example, the company can produce and sell bread, potato chips, frozen food and spices under one highly recognizable name. This umbrella brand can mean that such companies will sell more than individual brands. Some consumers are more likely to choose a product with a known name over what is less known, even if the known brand is more expensive.

However, there is a disadvantage for companies that use a family brand. In order to maintain sales, it must maintain a consistent level of quality in its entire product line. If one of the products is perceived as less quality, this consumer perception may cause a decline in sales for the whole family of products. Likewise, a brand that has a consistent qualitythat makes them experience poor publicity.

It is interesting that some companies use family and individual brand. For example, the company may have a strong brand, yet it decides to sell some of its products with an individual brand. This can happen, for example, when the product is introduced to the new market. In this case, the individual brand can prevent problems for the family of products if the new product fails. Sometimes an individual brand can be more appropriate because the product is introduced to another consumer class; The introduction of a product designed for budget shoppers under the same brand for rich shoppers may not bring the desired results.