Family brand

The creation of a family brand is a marketing strategy that involves selling several products related to the same brand. This is in contrast to the individual brand strategy in which each product in a product portfolio has a unique brand and identity.

There are often economies of opportunity associated with a family brand strategy since multiple products can be advertised in a single campaign. The family brand facilitates the introduction of new products by evoking an already known brand in the mind of the consumer. Being part of this brand can determine the consumer's purchase among other similar alternatives, the acceptance of the product or other similar advantages.

The family brand imposes a greater responsibility on the brand owner to maintain good quality and preserve the value of the brand. If the quality of a single product within the family is compromised, it can affect the prestige of the rest and lead to reduced sales. The family brand should only be built when there is a line of products that have a similar quality.