What is Family Branding?
Family Branding is a strategy used by organizations for marketing their items and/or products through the label of a parent brand. A stark contrast to individual branding emphasizes a particular item in a one-off manner; family branding presents the commodities underneath a parent brand. Family Branding is attributed to as a corporate marketing strategy as well. Family branding is often known under the label of its parent brand personality as the way of cataloguing various goods.
Family Branding is often regarded as Umbrella Branding, as the selling of many similar items relies on a unified brand. Family branding is often referred to as umbrella branding as the trademark owner operates under its label as an umbrella that accommodates commodities. All goods practise comparable identifying methods under the label of their brand identity and lack alternative company names or logos. Thus the family branding or umbrella branding enables a business, based on different market segments, to pursue multiple branding methods.
The important aspect of establishing a family brand
There are three steps which are essential to creating a family brand, which has been discussed below:
How does family branding function?
Family branding works upon the principle of selling commodities under the umbrella of a unified parent group. In order to support any items and/or services in umbrella branding, it is necessary to recognize the quality of the brand and be consistent with its image. If the marketing strategy of the parent brand is stronger, it tends to improve the sale of its products as well. So, family branding varies from individual branding for the marketing of its products, which relies on stand-alone style. It operates on the concept of marketing under a parental or unified brand of consumer goods or services.
Examples of Family Branding
Let us have a look at some real-life examples which demonstrate the effective implementation of family branding:
1.Procter & Gamble (P&G)
Often recognized as P&G, Procter & Gamble is an American international company that sells a wide variety of consumer goods. P&G also produces specific brand products such as Pampers, as well as becoming a parent brand; umbrella branding is applied inside the specific products. Under P&G’s umbrella, a few of the particular brand is described as follows:
Underneath the umbrella branding, P&G is among the most recognized names known for producing various goods of a particular brand. The approach enables P&G to eliminate the occurrence of brand image degradation due to the introduction of an ineffective commodity.
Apple Services is a prominent multinational business in the technology sector that manufactures and sells a huge range of services. Within its proprietary trademark, all goods manufactured by Apple are traded on the marketplace. Any of these commodities are offered as follows:
Importance of family branding in building brand architecture
It is possible to describe brand identity as a combination of products within an operational product. It is the strategy of distinguishing the products within a company from each other. Thus, for its consistency of visual presentation, family branding plays a critical part in determining the brand image. It can effectively create any type of relationship inside and throughout the brand family. Thus, family branding serves as a framework for a parent or an umbrella brand to develop the brand image.
Benefits of Family Branding
Distinguish between family Branding Strategy and Mixed Branding Strategy
A family branding strategy is associated with the concept of marketing in which a business underneath the parent brand endorses its products and services. Thus, family branding is the parental label that operates under its label like a banner housing several items. All goods practice similar identifying methods under their parent brand label and neglect alternate branded products or logos.
On the other hand, mixed branding highlights the importance of making similar items while marketing to different sectors. Consequently, it is not appropriate, within mixed branding, to fit all goods under the same label.
Resources on Family Branding
• Book Title: Brand Gappa: Branding on the Go
Author: Zende, K
Publisher: Notion Press
•Family Branding and Consumer Brand Choice
Author: Joseph N. Fry
Publisher: Sage Publications
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