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 will tend to evoke in
their minds a product with a familiar brand name. Being a part of this
evoked set could lead to trial purchase, product acceptance, or other advantages.

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 when a product line consists of products of
similar quality.

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