Family Branding
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
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.
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 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.
Family branding should
only be done when a product line consists of products of similar quality.
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