Family branding uses one brand name to market multiple products, building recognition and customer loyalty. Companies in the food industry often use this technique, but must maintain consistent quality. Some companies use both family and individual branding, depending on the product and market.
Family branding is a type of marketing tactic. It involves using one brand name to market multiple products. For example, a business may use a brand name to market soap, lotion, hair shampoo, and nail polish. This differs from branding individual products, which involves giving each product its own name and image. For example, a company might sell lipstick and nail polish, giving each product line a separate marketing identity.
The idea behind family branding is that a company can make a wide variety of desirable and profitable products by giving all of them a recognizable name. So, by building recognition of this brand, a business can also build customer loyalty. When the company introduces new products or even changes existing products, it may depend on customer loyalty to ensure that its market will buy the new or changed product. Also, family branding allows you to use an advertising campaign to successfully market a range of products rather than just one at a time.
Often, companies in the food industry use familiar branding techniques to market their products. For example, a business may make and sell bread, chips, frozen foods, and condiments under a highly recognizable name. This umbrella brand can mean that such companies will sell more than they would under the individual brand. Some consumers are more likely to choose a product with a familiar name over a lesser-known one, even if the well-known brand is more expensive.
However, there is a downside to companies that use familiar branding. To keep sales high, they must maintain consistent levels of quality across their entire product line. If one of the products is perceived as inferior, this perception by the consumer could cause a drop in sales for the entire product family. Similarly, a brand that has consistent quality could suffer if the company that makes it suffers from bad publicity.
Interestingly, some companies use both family and individual branding. For example, a company may have a strong brand, but choose to market some of its products under individual branding. This can happen, for example, when a product is introduced to a new market. If so, individual branding can prevent problems for the product family if the new product fails. Sometimes a single brand may be more appropriate because the product is being introduced to another class of consumer; introducing a product designed for budget shoppers with the same branding aimed at wealthy shoppers may not produce the desired results.
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